Chipotle Mexican Grill SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 23209

SWOT Analysis of Chipotle Mexican Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chipotle Mexican Grill

Parent Company

Chipotle Mexican Grill


Fast Food Eating Joints


Food and Beverages

Tagline/ Slogan

Food with integrity


Use of natural and organic ingredients especially farm-raised meat



People who like Mexican fast food

Target Group

People who prefer eating food made from natural and organic ingredients


A casual dining restaurant chain serving Mexican cuisine, made using organic ingredients

SWOT Analysis


1. A well-recognized brand in U.S., U.K., Canada.
2. An employee strength of around 30,940
3. Use of naturally raised meat and organic ingredients in cooking
4. Strong presence with around 1262 branch locations

5.Positive brand image with customer loyalty

6.Innovative ways of publicizing and advertising  the brand

7.Green architecture of buildings, use of environment friendly material in construction

8. All restaurants are owned by the company and not franchised

9.Online order and delivery


1.Comparitively high priced menu items due to use of natural and organic ingredient
2.Limited choice of menu
3.Major presence only in U.S. and Canada


1.Expansion in untapped regions and countries
2.Addition of new items to the menu
3.Growing trend of health consciousness amongst people


1.Intense competition from other players
2.Volatility in price of raw materials.
3.Economic instability



1.Qdoba Mexican Grill
2.Panchero’s Mexican Grill
3.Moe’s Southwest Grill

4.California Tortilla

5.Baja Fresh


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