Chipotle Mexican Grill SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 34021

SWOT analysis of Chipotle Mexican Grill analyses the brand/company with its strengths, weaknesses, opportunities & threats. Chipotle Mexican Grill is one of the leading brands in the food & beverages sector. The table below also lists the top Chipotle Mexican Grill competitors and elaborates Chipotle Mexican Grill segmentation, targeting, positioning & USP.

Chipotle Mexican Grill

Parent Company

Chipotle Mexican Grill


Fast Food Eating Joints


Food & Beverages

Tagline/ Slogan

Food with integrity


Use of natural and organic ingredients especially farm-raised meat

Chipotle Mexican Grill STP


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

Chipotle Mexican Grill SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Chipotle Mexican Grill. Strengths are:

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


Here are the weaknesses in the Chipotle Mexican Grill SWOT Analysis:

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


Following are the Opportunities in Chipotle Mexican Grill SWOT Analysis:

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


The threats in the SWOT Analysis of Chipotle Mexican Grill are as mentioned:

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

Chipotle Mexican Grill Competition


Below are the top 5 Chipotle Mexican Grill competitors:

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

4.California Tortilla

5.Baja Fresh

The brandguide table above concludes the Chipotle Mexican Grill SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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