hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) is a Mexican grill restaurant using a limited menu and a high level of food customization. The restaurant was 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 interest in restaurants in the early 2000s but divested after Ordering Food At A Restaurant By Customer To A Waiter IPO in 2006. Since the IPO, Chipotle's share has grown from $ 42 to around $ 650 and still certainly be a long-term investment opportunity.
Motto Chipotle "food with integrity" was inspired by founder Steve Ells who found out about American food production. Ells is devoted to serving ethically and naturally produced foods, which Chipotle claims produces more delicious meat than every other restaurant. In 2013, Chipotle implemented a no-GMO policy for its materials.
Consumers agree Although higher food costs cause Chipotle to increase prices by 2014, 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 spread out another 200 by 2015.
Why? Because books and documentaries showing the pessimistic of the fastfood industry have become popular, Ordering Food At A Restaurant By Customer To A Waiter profits are increasing. Consumers who wish balanced diet do not order salad at McDonald's and
Wendy's (WEN WENTY Wendy's Co15 02-1 44% Made with Highstock 4. 2. 6), looking for natural foods which can be raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One of the recommendations for 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 the level of material required by the hand, thereby lowering the chance of waste.
Secondly, small menu means fast service. In other fastfood restaurants, your home may be overwhelmed with orders and may get some things wrong. At Chipotle, larger than fifteen is practically impossible: order a soft taco, go with a patch and pay. If employees forget to include nuts, consumers watch and may show negligence. Easy and fast and consumers like it.
Finally, small menu includes customers know exactly what exactly is sold should they look at the restaurant. Chipotle doesn't have to develop new services or make striking to inform consumers about its offerings, and rrndividuals are not disappointed with product loss from a trial or promotion period.
It may be considered that the miscroscopic menu is not good: exactly why do consumers want to limit their choices? Chipotle has thought regarding it, and also the policy would be to make goods consumers want if the ingredients can be found. This policy has generated the roll-out of Quesarito, Chipotle Nachos and much more secret menu items.
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