Chipotle Mexican Grill in 2012: Can It Hit a Second Home Run?

TABLE OF CONTENTS

EXECUTIVE SUMMARY 4

STATEMENT OF MISSION AND COMPANY DESCRIPTION 5

History -- Notable Moments 5

Philosophy -- Do One Thing Well 5

Mission -- Food with Integrity 6

INDUSTRY ANALYSIS AND TRENDS 7

The threat of new entrants 7

Bargaining Power of Suppliers 7

Bargaining Power of Buyers 7

Threat of Substitutes 8

Intensity of Rivalry 8

SWOT ANALYSIS: 9

FIVE GENERIC COMPETITIVE STRATEGIES 11

P.E.S.T. ANALYSIS 12

THE COMPETITION 14

Comparable Analysis 14

Panera Bread Co. (PNRA) – 40% 14

Starbucks Corp. (SBUX) – 20% 15

Whole Foods Market, Inc. – 25% 15

Jack in the Box, Inc. – 0% 15

STRATEGIC POSITION AND RISK ASSESSMENT 16

Business Level Strategy 16

Corporate Level Strategy 16

International Strategy 16

Cooperative Strategy 16

STRATEGIC CHALLENGES 17

Consumer Awareness and Profitability in International Expansion 17

Increased Competition from Quick Service Restaurants 17

Growth and Profitability Constrained by Supply Chain 17

MARKETING PLAN AND STRATEGIES 19

Strategic Objectives and Strategies 20

KEY SUCCESS FACTORS 21

Key Drivers 21

Consumer Spending 21

Consumer Preferences 22

Food Commodity Prices 22

TECHNOLOGY PLAN 23

Information Systems 23

MANAGEMENT 23

FINANCIALS 24

Sales Growth 24

Balance Sheet 24

Income Statement 24

Cash Flows 25

Recommendation 25

Ratio