hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) can be a Mexican grill restaurant with a limited menu as well as a advanced of food customization. The restaurant was first opened in 1993 and currently has more than 1,700 stores in U. S. and abroad. McDonald's (MCD MCDMdDonald's Corp. 168.65 + 0.33% Made with main stock 4. 2. 6) had controlling curiosity about restaurants in early 2000s but divested after Marcela Chipotle Cooking Sauce IPO in 2006. Since the IPO, Chipotle's share has risen from $ 42 to around $ 650 and still be described as a long-term investment opportunity.
Motto Chipotle "food with integrity" was inspired by founder Steve Ells who learned all about American food production. Ells is dedicated to serving ethically and naturally produced foods, which Chipotle claims produces more delicious meat than any other restaurant. In 2013, Chipotle implemented a no-GMO policy for its materials.
Consumers agree Although higher food costs cause Chipotle to improve prices by 2014, exactly the same store sales grew by 16. 8 percent, store margins rose to 27.2 percent and net income increased by 36 percent. Chipotle opens 192 new stores in 2014 and hopes to start another 200 by 2015.
Why? Because books and documentaries showing the bad side with the junk food industry are becoming popular, Marcela Chipotle Cooking Sauce profits are increasing. Consumers who desire balanced diet usually do not order salad at McDonald's and
Wendy's (WEN WENTY Wendy's Co15 02-1 44% Made with Highstock 4. 2. 6), trying to find natural foods which are raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One with the secrets to Chipotle's success is its small menu. The smaller menu has three benefits. First, because Chipotle only stores fresh ingredients, often there is the opportunity of food spoilage. The small menu reduces the quantity of material needed in the hand, thereby reducing the possibility of waste.
Secondly, the small menu means fast service. In other junk food restaurants, the kitchen may be overwhelmed with orders which enable it to make a few mistakes. At Chipotle, the big mistake is practically impossible: order a soft taco, select a patch and pay. If employees forget to include nuts, consumers watch which enable it to show negligence. Easy and fast and consumers find it irresistible.
Finally, the small menu does mean customers know exactly what is sold when they look at the restaurant. Chipotle need not develop new products or make striking to inform consumers about its offerings, and consumers are not disappointed with product loss from a trial or promotion period.
It could possibly be believed that the little menu isn't good: how come consumers wish to limit their choices? Chipotle has thought about it, and the policy is always to make the goods consumers want if your ingredients can be obtained. This policy has generated the development of Quesarito, Chipotle Nachos and more secret menu items.
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