Analysis Of Chipotle's Stock And Company

1683 words - 7 pages

Name of Company: Chipotle Mexican GrillTicker Symbol: CMGSecurity Market: New York Stock Exchange (NYSE)Company Background:Chipotle Mexican Grill started in a single location in Denver, Colorado, in 1993, on a very simple idea, according to Founder and CEO Steve Ells. "Offer a simple menu of great food prepared fresh each day, using many of the same cooking techniques as gourmet restaurants. Then serve the food quickly, in a cool atmosphere" (http://chipotle.com). Ells took this simple concept and built a quick-serve restaurant, where customers have the ability to build their burritos or tacos using an assembly line process. The chain is now growing at the rate of 100 new restaurants per year thanks to its parent, fast-food giant McDonald's Corporation. McDonald's first invested in the company in 1998, before taking majority control the following year, which held about 90 percent of the company. As of October 5, 2007, Chipotle now operates independently of McDonald's Corporation (http://www.answers.com/topic/chipotle-mexican-grill-inc).Mission Statement:"Food with Integrity" isn't a marketing slogan. It's not a product line of natural and organic foods. And it's not a corporate initiative that will ever be finished or set aside to make room for other priorities. It's a philosophy that we can always do better in terms of the food we buy. And when we say better, we mean better in every sense of the word- better tasting, coming from better sources, better for the environment, better for the animals, and better for the farmers who raise the animals and grow the produce" (http://chipotle.com).Product/Service LineChipotle has revolutionized how people look at fast food. Chipotle has gone out of their way to not only maximize its profit but to also look out for what the consumer is putting into their stomachs. Chipotle focuses on hormone- and antibiotic-free meat that is humanely raised which consists of beef, chicken, and pork. Chipotle also has become one of the first restaurant chains that serve only rBGH (recombinant bovine growth hormone) -free dairy products. Chipotle has introduced a new way of eating fast-food in a healthy fashion according to organicconsumers.org.Customers can choose from burritos, tacos, fajita burritos, burrito bowl or a salad. Going from their customers choose from chicken, steak, carnitas, barbacoa, or vegetarian. Continuing down the assembly line, you have the choice of having salsa, rice, beans, corn, sour cream, cheddar cheese, lettuce, and guacamole. Chipotle also serves extras ranging from different chips and salsas, chips and guacamole, just chips, margaritas, sodas, domestic and imported beers, and bottled water. Chipotles product line includes food but isn't limited to just that. Chipotle also generates profit by selling chipotle gear. In their online store, chipotle sells a variety of different t-shirts, headwear, youth wear, seasonal wear, and gift cards.Competition:While Chipotle Mexican Grill was one of the...

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