Chipotle In Asia
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Transcript of Chipotle In Asia
CHIPOTLE
IN ASIA
R A C H E L GA R T E N
CHIPOTLE BACKGROUND• Steve Ellis –founder, CEO and chef ; “I just
wanted to build a place where you could eat delicious food made of the finest ingredients quickly and affordably. As it turns out, it was an idea people could get behind.”
• 1993-First Chipotle opened its first location. It took the place of a former Dolly Madison Ice Cream place near the University of Denver
• 1995~1996- Opened seven more restaurants in the Denver area
• 1998- Chipotle brings on outside investors• 1999- First Chipotles opened outside of
Colorado: starting to move into the Midwest. Steve Ellis decides to do things ‘differently’ after learning how most pork is raised in the US.
CHIPOTLE BACKGROUND CONTINUED 2000- Started serving naturally raised pork 2002- Started serving naturally raised chicken 2004~ Started to use zero trans fat frying oil 2006 ~ goes public on the New York Stock
Exchange 2007 ~ Over 60% of the beef was naturally
raised; stopped using cheese/sour cream with rBGH
2010 ~ 40% of their black beans are certified organic and the local food initiative is taking off
COMPETITORS• Qdoba• Taco Bell• Taco Jon’s• Moe’s• Del Taco
EXPANSION 3 locations in Paris 9 locations in England 1 location in Germany
0 in Japan 0 in China 0 in South Korea 0 in India
ASIAN CULTURE Collectivism---teamwork over
individualism
Meat and tofu; vegetables and beans
Sit and enjoy; sometimes grab and go
WHY ASIA IS A GOOD MARKET TO GO INTO• Has sit down areas
• Build your own meal
• Cuisine works with the local cuisine; easily altered if needed
• Team work is important
ASIA IS SLOWLY MOVING TOWARDS BEING GREEN“Western multinationals — and in some cases, their Asian
suppliers — have in the last five years started to build more environmentally sound factories in developing countries, green-building experts say.”
http://www.youtube.com/user/chipotle