hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) is really a Mexican grill restaurant with a limited menu and 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 interest in restaurants in early 2000s but divested after Qdoba Job Application Online IPO in 2006. Since the IPO, Chipotle's share has increased from $ 42 to around $ 650 yet still be considered 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 focused on 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 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 with the take out industry have become popular, Qdoba Job Application Online profits are increasing. Consumers who wish healthy 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), trying to find natural foods which might be raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One with 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 opportunity of food spoilage. The small menu cuts down on level of material required in the hand, thereby reducing the chance of waste.
Secondly, the small menu means fast service. In other take out restaurants, the kitchen could be overwhelmed with orders and will make a few mistakes. At Chipotle, larger than fifteen is almost impossible: order a soft taco, select a patch and pay. If employees forget to add nuts, consumers watch and will show negligence. Easy and fast and consumers love it.
Finally, the small menu does mean customers understand specifically what exactly is sold every time they visit the restaurant. Chipotle does not need to develop new items or make striking to inform consumers about its offerings, and consumers are not disappointed with product loss after having a trial or promotion period.
It could possibly be thought that the small menu isn't good: why do consumers need to limit their choices? Chipotle has thought about it, as well as the policy is usually to increase the risk for goods consumers want if the ingredients can be purchased. This policy has triggered the development of Quesarito, Chipotle Nachos and others secret menu items.
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