Chipotle was founded in 1993 and now operates over 1600 locations, including three in Ann Arbor. They're known to have founded the fast-casual restaurant model, meaning that they serve high-quality ingredients quickly. They aim to use ingredients that were responsibly raised and grown.
At Chipotle, the meal possibilities are endless. The menu is simple but what you order is totally unique. They don't differentiate much to target different demographics. The basic menu offers the options of a burrito, a bowl, tacos, or a salad. They also have kids menus and a few locations offer unique items, but for the most part Chipotle keeps it simple. This allows them to focus on their food's quality and to monitor the suppliers of each ingredient.
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| The simple Chipotle menu |
The restaurant is successful thanks to the value
it brings to consumers. Chipotle creates utilitarian value by offering filling
meals that cost around $8 to $10. Chipotle doesn't have to
differentiate its products very much but they're still able to cater to the
wants of pretty much anyone looking for a delicious meal, even those who don't eat meat or gluten. Even better, when you eat there you get
to watch your own meal being created right in front of you. Chipotle employees
prepare all food in front of the customers, meaning that there’s no question of
what you’re actually eating. Plus, it tastes really good.
On the other hand, the Chipotle experience goes
far beyond the food itself. The stores are all pretty uniform so customers know
what to expect, from the menu to the decor and the music. The atmosphere is inviting, never intimidating. Chipotle is super popular among people our age, making it the perfect place to hang out and grab a bite. No joke, I graduated from high school in 2011 and when I'm at home for breaks I still can't go to my hometown Chipotle without seeing someone I know there.
It doesn’t take long to get your food (unless it’s free burrito day), but the ingredients are fresh and the meals are pretty healthy. I've been eating there regularly for a while, way back in the days of the clear utensils and the old logo. I have a lot of fond memories being there in high school. In a way, Chipotle makes me feel nostalgic. I would definitely describe Chipotle as the food version of a hug from an old friend. The hedonic value of the restaurants in conjunction with a really awesome product makes Chipotle successful.
It doesn’t take long to get your food (unless it’s free burrito day), but the ingredients are fresh and the meals are pretty healthy. I've been eating there regularly for a while, way back in the days of the clear utensils and the old logo. I have a lot of fond memories being there in high school. In a way, Chipotle makes me feel nostalgic. I would definitely describe Chipotle as the food version of a hug from an old friend. The hedonic value of the restaurants in conjunction with a really awesome product makes Chipotle successful.
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| I feel you, little man. |
So, tell me in the comments below:
What was your favorite place to hang out in high school? How did that place add enough value to keep you & your friends coming back?
