Chipotle's Strategic Marketing
International Journal of Scientific & Engineering Research, Volume 7, Issue 2, February-2016 1248 ISSN 2229-5518 Chipotle’s Strategic Marketing Ibrahim Alhadlaq Abstract— This paper is going to analyze the target market and positioning strategy of Chipotle Mexican Grill as well as predicting future challenges. —————————— —————————— INTRODUCTION he Chipotle Mexican Grill craze is real if you ask just city of Toronto, Ontario. The initial success of that location, T about any person who has every sat down and enjoyed an generated the company to open four more locations in the item off Chipotle’s menu. They lead the charge in what is Greater Toronto area. Also in Canada, a location was opened considered the globes new obsession in how their food is pre- in the city of Vancouver, British Columbia. Owing to pared in a timely manner, known as “fast casual” dining. Due Chipotle’s success across the border, they then managed to to a recent health kick and more people starting to be con- break into the European markets as well, with three additional scious about what they are putting in their bodies the fast food cities. Multiple locations were opened in London, England, industry has taken a hit and those who remain have been Paris, France, with the latest in Frankfurt, Germany. forced to make adjustments. It’s no secret that the ingredients your food might contain coming out of a drive thru window ARKET OF PERATION such as McDonalds or Wendy’s may not be very healthy for M O you, in fact it is been publically exposed for about the past Most Chipotle restaurants are located in heavily urban areas decade now.
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