Chipotle Mexican Grill SWOT Analysis, USP & Competitors

Chipotle Mexican Grill

Parent Company

Chipotle Mexican Grill

Category

Fast Food Eating Joints

Sector

Food & Beverages

Tagline/ Slogan

Food with integrity

USP

Use of natural and organic ingredients especially farm-raised meat

Chipotle Mexican Grill STP

Segment

People who like Mexican fast food

Target Group

People who prefer eating food made from natural and organic ingredients

Positioning

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

Chipotle Mexican Grill SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Chipotle Mexican Grill Competition

Competitors

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

4.California Tortilla

5.Baja Fresh