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Chipotle Mexican Grill SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: August 09, 2023Read time:

Here is a detailed SWOT analysis of Chipotle Mexican Grill covering strengths, weaknesses, opportunities and threats.

Chipotle Mexican Grill Strengths

  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

Above are the strengths in the SWOT Analysis of Chipotle Mexican Grill. The strengths of Chipotle Mexican Grill looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Chipotle Mexican Grill Weaknesses

  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

These were the weaknesses in the Chipotle Mexican Grill SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Chipotle Mexican Grill Opportunities

  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

Above we covered the opportunities in Chipotle Mexican Grill SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Chipotle Mexican Grill Threats

  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

The threats in the SWOT Analysis of Chipotle Mexican Grill are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Chipotle Mexican Grill SWOT analysis.

About Chipotle Mexican Grill

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Chipotle Mexican Grill Overview
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 Market

People who prefer eating food made from natural and organic ingredients


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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