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Chipotle Case Study
Summary
The case features an ethical journey of a fast-food outlet, Chipotle Mexican Grille established in 1993. Founded by Steve Ells, an American graduate, Chipotle epitomizes the ethical decision making in sourcing, processing and serving food products to consumers by following desired ethical practices for a healthy community. Chipotle is driven by the commitment towards ‘Food with integrity’ as evidenced by sourcing of natural, best and fresh ingredients , livestock supplies free from growth hormones, and support of sustainable farming practices. The restaurant market base has grown tremendously, as Chipotle opens a new outlet daily. Chipotle is now valued at about $12 billion (Neck et al. 210).
Question #1
In developing a marketing campaign, Chipotle assumed the decision making considerations as shown below:
(a). Upholding ‘food with integrity’ mission by using just natural and fresh ingredients, prepared with care and love. The marketing campaign helped promoted the ethical value assumed by Chipotle in retaining and serving healthy dietary menu to consumers.
(b). Ensuring customers offer positive experience or feedback on services and products. Positive experience at Chipotle and integrity messaging would see return customers trickle at the restaurant for a healthy meal.
(c). Adopting social media as most appropriate and highly profitable source of marketing. The social media platform would reach large number of potential consumers at low cost compared to mainstream advertising or messaging channels.
(d). Adopting innovation in every aspects including service, cooking, and taste. Chipotle messaging focused on excellent customer service, preparing food with care and love, as well as serving natural taste.
(e). First taking market demand surveys and target consumers, and proceeding to plan and execute the design. Chipotle focused on using market trends and consumer needs in planning and executing an excellent marketing campaign.
(f). Upholding good service as a fundamental motto of function. As a fast-food restaurant, Chipotle messaging aimed at portraying the outlet as an ideal fast-food outlet that focuses good service to consumers as per its ethical commitment (Neck et al. 211).
Question #2
Chipotle set an illustration for other fast casual industry in ethical decision making by:
I. Providing customers with only natural and fresh ingredients for healthy lifestyle. Natural and fresh ingredients would promote consumers health, rather than unethical suppliers that enriches the company at the expense of the consumer health.
II. Not compromising the food quality for any business related reasons. Chipotle prioritized healthful considerations when preparing and serving food products instead of just making