hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) is a Mexican grill restaurant with a limited menu as well as a high level of food customization. The restaurant was first opened in 1993 and currently has greater 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 the early 2000s but divested after Mexican Style Soup Bowls IPO in 2006. Since the IPO, Chipotle's share has increased from $ 42 to over $ 650 but still certainly be 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 devoted 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 raise prices by 2014, the identical store sales grew by 16. 8 percent, store margins rose to 27.2 percent and net gain 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 in the fast food industry are becoming popular, Mexican Style Soup Bowls profits are increasing. Consumers who want appropriate food choices 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), seeking natural foods which can be raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One in the secrets of Chipotle's success is its small menu. The smaller menu has three benefits. First, because Chipotle only stores fresh ingredients, there is always the potential for food spoilage. The small menu cuts down on level of material required by the hand, thereby reducing the chance of waste.
Secondly, small menu means fast service. In other fast food restaurants, your kitchen might be overwhelmed with orders and may get some things wrong. At Chipotle, the big mistake is actually impossible: order a soft taco, pick a patch and pay. If employees forget to incorporate nuts, consumers watch and may show negligence. Easy and fast and consumers love it.
Finally, small menu does mean customers specifically what's sold if he or she look at the restaurant. Chipotle doesn't need to develop new services or make striking to inform consumers about its offerings, and individuals are not disappointed with product loss after having a trial or promotion period.
It could possibly be believed that the miscroscopic menu isn't good: so why do consumers desire to limit their choices? Chipotle has thought about it, and also the policy is always to make the goods consumers want if your ingredients are available. This policy has generated the creation of Quesarito, Chipotle Nachos and many more secret menu items.
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