Mkt 500 Essay example

Assignment 5 Assignment 5 is about article that I have read from the magazine. I chose this article because I am interesting in their marketing strategy and how to make them success in restaurant chains named Chipotle Mexican Grill. Steve Ells and Monty Moran are founders of chipotle. They opened the first Chipotle in Denver, Colorado in 1993. Steve Ells and Monty Moran are friend since they went to high school and college together. Ells is a chef and Moran is an attorney before they started planning to open a burrito restaurant. When they opened the first restaurant, they didn’t have any idea of opening more than one. They just want to build a place where customer can find good food which made from healthy ingredients at affordable price: no frozen patties, no more microwave and no more factory farms are serving in their restaurant. That’s because Ells is a high end chef and he is concerning about source of all ingredients and recipe in his food. He is try to do opposite and different from fast food restaurant, where sells unhealthy foods like hamburger, fried chicken and French fried. The most important thing that makes they success in this business is they hire people base on characteristics, which basically mean happy and they actually can cook at its restaurant to showing that there is no freezer everything is freshly cook. Chipotle is growing very fast since 2006. Chipotle has nearly doubled its number of restaurants in the U.S. and tripled its revenue to $2.3 billion which could make Chipotle very attractive to investors. Nowadays, Chipotle has more than 1,250 locations serving 800,000 people a day in three counties, the U.S., the U.K., and Canada.
To expand his restaurant, Ells has asked McDonald’s to buy stake of his company so it could expand from 15 locations to hundreds. McDonalds had become the major owner. However, eight years after that he asked for company back with $329 million on the deal. Ells has learned a lot from McDonald’s. There are no coupons, value menu offer at Chipotle. This can make Chipotle different from McDonald’s and other franchise restaurants. For creating and marketing, most fast-food chains are focus on an endless creating and marketing new items, but Chipotle has not make any changes to its menus. Ells thinks new item would make his restaurant less authentic. He likes to tests on new item, but he never adds to his menu. This is an interesting marketing strategy which different from other restaurant. He is always tried to

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