Chipotle Mexican Grill SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Chipotle Mexican Grill analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Chipotle Mexican Grill SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Chipotle Mexican Grill to benchmark its business & performance as compared to the competitors and industry. As of 2020, Chipotle Mexican Grill is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Chipotle Mexican Grill competitors and includes Chipotle Mexican Grill target market, segmentation, positioning & Unique Selling Proposition (USP).

Chipotle Mexican Grill SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table

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
Chipotle Mexican Grill Segmentation

People who like Mexican fast food

Chipotle Mexican Grill Target Market

People who prefer eating food made from natural and organic ingredients

Chipotle Mexican Grill Positioning

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

Chipotle Mexican Grill SWOT Analysis
Chipotle Mexican Grill Strengths

Below are the Strengths in the SWOT Analysis of Chipotle Mexican Grill:

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

Chipotle Mexican Grill Weaknesses

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

Chipotle Mexican Grill Opportunities

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

Chipotle Mexican Grill Threats

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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