Chipotle Mexican Grill is a fast food chain of stores that is based in the United States. The company was started back in the year 1993 and it has its headquarters in Denver, Colorado, in the United States of America (Chipotle.com, 2018). This chain of fast food restaurants is however not just a local store, it is found in the USA, as well as Canada, the United Kingdom, Germany, and France. Ever since chipotle was started, it has seen a steady increase in revenue and a steady growth in its size where it has been able to scale from just the United States to other countries globally. The reason for its success can be accredited to its strategic management as well as its marketing strategy that has allowed it to stay ahead of its rivals.
Chipotle’s strategy is based around its business goals that involve the expansion and continued growth of the company. Its main strategy is what they consider a differentiated strategy is to have unique brands, foods and services in comparison to its competitors. Other strategies are to have a food menu that is unique by having meals that are desired by the consumer and that are healthy and natural (Prentice, 2016). Along with its strategy for natural ingredients for its goods, it also has a strategy to use a production line within its restaurants so as to provide speedy services even during peak hours.
Chipotle’s competitive advantage is based around the unique meals that it serves to its customers. It is a competitive advantage because its rivals cannot mimic the company’s meals without seeming like a copycat, and also, because, it offers foods that are made with natural ingredients and this attracts customers because it promotes healthy eating (Blokhin, 2016). Chipotle can sustain its competitive advantage because it has ensured that it cannot be mimicked by competitors.
I do not think that Chipotle should diverse its type of cuisines to other types such as Asian cuisines and Italian cuisines. This is because these cuisines are already common in the market and are offered by many food vendors and chain of restaurants (Prentice, 2016). It is because chipotle only deals in cuisines from natural ingredients that it has been able to grow and maintain its competitive advantage.