Michaella PietroProject 2: Genre Analysis
ingredients. The term “natural” when relat
ing to food has created its own niche market,
which I believe Chipotle caters to. This brought me back to a quote from Miller, “If genre
represents action, it must involve situation and motive because human action, whether symbolic or otherwise, is interpretable only against a context of situation and through the
attributing of motives” (66). Chipotle’s owners initially planned on using the money they
earned from the first Chipotle to open a fine-dining restaurant. When the owners saw thesuccess they had w
ith the concept of Chipotle’s menu, they instead focused on therestaurant’s success and now has over 1400 locations. Chipotle’s menu, although does
not compare to one of a fine dining menu, consists of five items: burritos, fajita burritos, burrito bowls, tacos, and salads with a choice of chicken, pork carnitas, barbacoa, steak,or vegetarian hand made in a timely matter while putting in an effort to use organicingredients and naturally raised meat. Steve Ells, founder of Chipotle Mexican Grill, Inc.sta
tes, “It’s important to keep the menu focused, because if you do just a few things, youcan ensure that you do them better than anybody else.” I have found that Chipotle’ssuccess derives from its owner’s ability to focus on the right market to enter itsel
f into.Chipotle concentrated on quick, easy, affordable but delicious, quality and satisfying foodwithout having to offer a long and drawn out menu. The owners noticed the success and positive feedback they received from their product. So instead of expanding on a bigger project that would require entering a new market, they expanded on what they alreadyhad, improving the quality and adding more locations.
The second type of menu I chose to analyze was a menu from Applebee’s
Neighborhood Grill and Bar. This is an American restaurant chain focusing on casualdining with mainstream dishes such as salads, shrimp, chicken, pasta, and riblets.