Cultivate
Festival
Three-city
culture fest of
food, music and
brand education
draws 25k–40k
per event
Packaging
Cups and bags
sport marketing
messages or
other on-brand
content
Web series
“Farmed &
Dangerous”
(2014)
908k YouTube
views, trailer
Responsibly Raised™
adj: Chipotle-trademarked
term meaning animals raised
humanely without antibiotics
or added hormones
5: Number of ingredients (beans,
cilantro and more) touted as organic
Clean ingredients
First national company
to voluntarily disclose
GMOs in 2013
Open
kitchen
Nontraditional
marketing
Family
farmers
Local
20 million
pounds
of “local
produce”
in 2014
TRANSPARENCY
SOURCING
BRAND
STORY
Inspired by taquerias
of San Francisco’s
Mission District
Animated short
“The Scarecrow”
(2013) 13.1 million
YouTube views
“FOOD WITH
INTEGRITY”
“… whenever possible”
McDonald’s
invested
$360 million
(divested
in 2006)
7: Number by which
transactions per hour
rose in Q1 of 2014
ASSEMBLY
LINE
“THE CHIPOTLE OF ... ”
CUSTOMIZATION
... ASIAN FOOD
● Opened
in 2011
● Fast casual
● Rice and
noodle bowls
with meatballs,
chicken, steak
or tofu
● Seven locations
● Coordinates
food supply
with Chipotle
... PIZZA
● Opened in May
2013
● Neapolitan pizza
in less than
2 minutes
● One FCR in
Denver (one
FSR in Boulder)
● Partners: Bobby
Stuckey, Lachlan
MackinnonPatterson
Check average:
around $9–$10
Increased prices
in Q2 due to
rising food costs
SECRET
MENU
SIMPLE
MENU
STEP-BYSTEP MENU
BOARDS
HIGHQUALITY,
FAST FOOD
FCR: +11% sales
LSR: +3.8%
(2013, Technomic)
AFFORDABLE
FAST
CASUAL
DESIGN
CATERING
1: Percentage of sales
(some locations)
ALCOHOL
EFFICIENT
OPERATION
BUSINESS
MODEL
MOBILE
$10m: Tech
investment
Launched premium
margaritas and
catering in 2013
to boost sales
Hired chef
Nate
Appleman
as culinary
manager
in 2010
1-2:
Percentage
of sales (some
locations)
Sofritas (tofu)
Tested its first new
food item for a year
before its March 2014
rollout; now 3% of sales
GROWTH
STRATEGY
“PEOPLE
CULTURE”
“Restaurateurs”
Elite managers who
receive additional
responsibility/perks
CAUTIOUS
R&D
Slow
international
growth
13 characteristics of a Chipotle employee: Polite, hospitable,
high energy, smart, ambitious, curious, happy, respectful, honest,
presentable, conscientious, motivated, infectiously enthusiastic
New
concepts
No
franchises