hipotle (CMG CMGChipotle Mexican Grill Inc273. 53-2 12% Made with Highstock 4. 2. 6) is a Mexican grill restaurant with a limited menu along with a higher level of food customization. The restaurant was first opened in 1993 and currently has over 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 Weird Food You Can Order Online IPO in 2006. Since the IPO, Chipotle's share has grown from $ 42 to in excess of $ 650 and 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 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 increase prices by 2014, a similar 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 open another 200 by 2015.
Why? Because books and documentaries showing the gloomy of the take out industry are getting to be popular, Weird Food You Can Order Online sales are increasing. Consumers who wish balanced diet don't 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 are raised or produced organically. (For more, see: Feed Your Appetite For Chipotle Stock with Options.)
One of 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 potential for food spoilage. The small menu decreases the volume of material needed in the hand, thereby reducing the chance of waste.
Secondly, small menu means fast service. In other take out restaurants, the kitchen may be overwhelmed with orders and will make mistakes. At Chipotle, larger than fifteen is almost impossible: order a soft taco, pick a patch and pay. If employees forget to provide nuts, consumers watch and will show negligence. Easy and fast and consumers like it.
Finally, small menu does mean customers specifically what exactly is sold every time they go to the restaurant. Chipotle need not develop services or make striking to tell consumers about its offerings, and individuals are not disappointed with product loss after a trial or promotion period.
It could be considered that the little menu is bad: how come consumers need to limit their choices? Chipotle has thought about it, as well as the policy is always to increase the risk for goods consumers want if the ingredients are available. This policy has resulted in the development of Quesarito, Chipotle Nachos and many more secret menu items.
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