hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) can be a Mexican grill restaurant which has a limited menu along with a high level of food customization. The restaurant was initially 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 during the early 2000s but divested after Urbanspoon Restaurant Chooser IPO in 2006. Since the IPO, Chipotle's share has risen from $ 42 to around $ 650 yet 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 focused on 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 improve prices by 2014, the same 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 spread out another 200 by 2015.
Why? Because books and documentaries showing the pessimistic in the fastfood industry are becoming popular, Urbanspoon Restaurant Chooser sales and profits are increasing. Consumers who want 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), seeking natural foods which might 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, almost always there is the possibility of food spoilage. The small menu cuts down on amount of material needed in the hand, thereby reducing the probability of waste.
Secondly, the little menu means fast service. In other fastfood restaurants, the kitchen could be overwhelmed with orders and will make a few mistakes. At Chipotle, the big mistake is almost impossible: order a soft taco, select a patch and pay. If employees forget to include nuts, consumers watch and will show negligence. Easy and fast and consumers adore it.
Finally, the little menu does mean customers know exactly what's sold should they look at the restaurant. Chipotle does not need to develop new items or make striking to share with consumers about its offerings, and rrndividuals are not disappointed with product loss from a trial or promotion period.
It could be believed that the tiny menu is not good: how come consumers want to limit their choices? Chipotle has thought regarding it, and also the policy is usually to make the goods consumers want if the ingredients can be purchased. This policy has resulted in the creation of Quesarito, Chipotle Nachos and much more secret menu items.
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