Chipotle Mexican Grill SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: August 26, 2021

SWOT analysis of Chipotle Mexican Grill analyses the brand by 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. Chipotle Mexican Grill is one of the leading brands in the food & beverages sector.

The table below lists the Chipotle Mexican Grill SWOT (Strengths, Weaknesses, Opportunities, Threats), top Chipotle Mexican Grill competitors and includes its 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 Brand Analysis
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

SWOT Analysis of Chipotle Mexican Grill
Chipotle Mexican Grill Strengths

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

1. Chipotle is a very well-recognized restaurant brand in USA, UK, Canada, France & Germany

2. Chipotle has an employee strength of more than 50,000 employees globally

3. The company has a strong presence with more than 2500 branch locations

4.The brand has a strong, positive brand image with high customer loyalty

5. All of Chipotle's restaurants are company owned, which ensures a good customer experience

6.Innovative ways of publicizing and advertising have always helped the brand

7. The main menu offered at its restaurants are burritos, bowls, tacos, quesadillas and salads.

8. As a part of it marketing, the company invests in sporting events like Olympics & sponsors events across the USA

9. It has environmental friendly & sustainable architecture of its restaurants

Chipotle Mexican Grill Weaknesses

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

1. Limited presence globally as compared to some of the leading food chain restaurants brands

2. Lawsuits in the past have hurt the brand image of the company

Chipotle Mexican Grill Opportunities

Following are the Opportunities in Chipotle Mexican Grill SWOT Analysis:

1. Expansion in other European & Asian countries can help the business grow

2. Addition of new items to the Chipotle menu can attract more customers

3. The brand can tie-up with players in the hospitality industry to build a sustainable channel

Chipotle Mexican Grill Threats

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

1. Intense competition from other companies in the fast food restaurant segment

2. Volatility in price of raw materials can lead to loss of margins

3. Economic instability, recessions, lawsuits etc. can impact the business negatively

Chipotle Mexican Grill Competition
Chipotle Mexican Grill Competitors

Below are the top 7 competitors of Chipotle Mexican Grill:

1. Qdoba Mexican Grill

2. Moe’s Southwest Grill

3. McDonald's

4. KFC

5. Domino's

6. Pizza Hut

7. Taco Bell

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Chipotle Mexican Grill. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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