Identify Your Competitive Advantage

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Assignment 1: Identify Your Competitive Advantage

BUS 100 – Introduction to Business

July 17, 2013

Chipotle Mexican Grill opened in 1993 by a man named Steve Ells. Ells initially didn’t intend on opening multiple Chipotle restaurants, but his goal of wanting to serve delicious food made with the finest ingredients quickly and affordably was appealing to customers, and business grew rather quickly. As business grew, Ells became more involved in finding a better way to gain fresh products and naturally raised proteins. He gained close relationships with local famers, as well as larger food distributors. The mission of Chipotle grew into focusing on food with integrity, great service, and teamwork within their many restaurants; focusing on these aspects gave them a competitive advantage in their industry. Chipotle has a lot of strengths when it comes to the success of their company in the restaurant industry. One of their main strengths is the fact that they focus on using food with integrity. A statement on Chipotle’s website is as follows, “Food with integrity is our commitment to finding the very best ingredients raised with respect for the animals, the environment, and the farmers.” That statement is powerful in today’s society. This movement towards organic, fresh, healthy products is becoming the new way people are choosing to eat. Chipotle focuses on purchasing fresh ingredients and naturally raised animals. It is important that the animals Chipotle uses in their meals are not given synthetic hormones or any additional additives. They deal with local farmers as well as larger food distributors to maintain this high expectation of good quality food.
The main focus in Chipotle restaurants is good quality food produced for the customer in a short period of time. In order to produce meals quickly, Chipotle created a setting where…...

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