The Mexican grill Chipotle is commonly known as the chipotle, which is fast-casual restaurants of the US, UK, Canada, Deutschland, and France for the tacos and burritos.
Chipotle means jalapeno chili paper smoked and dried. The company is listed on the New York stock exchange under the name CMG.
The first Chipotle Mexican Grill in Denver, Colorado, was created by a culinary expert Steve Ells in an earlier ice-cream store where Ells and his dad aim for 107 burritos to be successfully sold every day and a month later they managed to sell more than 1000 burritos a day.
In order to increase the Ells father spent 1,5 million dollars and built a board of directors and a business plan along with a further 1,8 million dollars.
All of the Chipotle restaurants are owned instead of providing a franchise. As of know till 2018 there are more than 2000 restaurants with more than 50 states.
Regarding hiring employees, the company is strict and has rules regulations for the same. The employees must be polite, smart, energetic, honest, respectful, presentable, etc. they heir people who not only qualify these qualities but also would love to be there.
The CMG provides 5 distinct items which are burritos, tacos, quesadillas, and salads. The cost of each menu depends upon the choice of the base that includes chicken, pork, barbacoa, steak, or any vegetarian base like leafy vegetable salads, etc.
There are additional options of toppings they serve that include cheese, crème, salsa, beans, rice, etc. the company believes in focusing the provided menu instead of expanding it so that they have best than anybody else. Few restaurants sell beer and margaritas in addition to soft drinks and fruit drinks.
Advertising and publicity:
Their main way to advertise is through word of mouth that is a bit traditional along with billboards and radios. In 2012 during the 54th annual Grammy award, they officially released their first advertisement on national television.
They supply free burritos during holidays like Halloween. They did promotions by wearing costumes as burritos. Apart from holidays, socializing events like fundraising, providing food to people during storms and disasters helped in better advertising as well.
The ambiance of restaurants:
Almost all the existing restaurants are build using the same materials as plywood, exposed ductwork, stainless steel, etc still, all the stores are unique.
The architectural team believes in sustainable architecture in every design and aspect. Architectures use windmill and few use solar panels to generate and to satisfy electrical needs. Few things are also recycled instead of disposing of it or contributing to any kind of pollution.
Environmentally favorable and cleanliness could be seen in all of the restaurants existing. The cleaners used are biodegradable and non -toxic to humans and aquatic life as well.
Read more: chipotlefeedbacks.com
Chipotle is the fastest growing chain that provides a better quality of food with a less but best menu which is healthy as well. They serve food for all age groups along with drinks, both fruit drinks and alcoholic too.