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Strategy and Project Management (BMOL40350) Chipotle Case Study

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Sandra Watson
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University

University College Dublin

Introduction
This report is based on Grant’s case study (2015) on Chipotle Mexican Grill (CMG).
Chipotle’s strategy of growth focuses on the concept of fast-casual restaurant which differentiated
itself from the traditional fast-food restaurant. The company has a unique business model and built –
since 1993 – a positive brand perception around it. The company bets on organic and local products
thus targets a segmented market of customer able to pay for more quality products.
The current state of Chipotle in 2015 is strong as noticed by its share price in 2015, its expansion
process to attain 2000 restaurants in 2015 or its extension to new spinoffs with ShopHouse Southwest
Asian Kitchen and Pizzeria Locale since 2011.

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Strategy and Project Management (BMOL40350) Chipotle Case Study

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