Luis Alejandro Gómez Esquivel

Chipotle Mexican Grill Study Case

- Structure and essential contents.
1. First, a profile and economic and financial context of the restaurant industry, of
the different sectors, in the United States is presented.
2. Next, an analysis of CMG's main competitors in its sector is presented.
3. After presenting this introduction, it begins with the history of the creation of the
company CMG. It mentions how the mission, vision and values of the company
were defined.
4. It then goes on to talk about the operations of the stores and how they are
designed and focused on fulfilling the mission and objectives of the company,
as well as reflecting the values of the company.
5. Describes how CMG develops its supply chain, totally focused on its mission
"Food with Integrity".
6. It then describes the specialized marketing strategy that the company applies to
stay in the market.
7. It also presents a comparison of CMG's cost of goods sold compared to those
of its competitors.
8. Finally, it presents the main challenges CMG will face in the future, mainly how
it will be able to stay true to its mission of "food with integrity" in a difficult
economy and continue to justify its menu of high prices through quality and
sustainable inputs.