Skip to main content

Vision, Mission, And Goal Statements of Chipotle


The organization I have chosen is Chipotle Mexican Grill. I am sure some of my classmates from the USA are aware of this restaurant chain. Being health conscious myself I love Chipotle, so I chose to discuss them.

Steve Ells the co-founder of this restaurant chain is “that food served fast doesn’t have to be low quality and that delicious food doesn’t have to be expensive”, and Chipotle is based on that foundation (Chipotle,n.d.).
We all are aware of the reputation the American fast Casual restaurants have, where the food is affordable but questionable. Steve Ells had this vision that they will be able to serve healthy food in a fast-casual format which will not break the bank.
Chipotle’s mission statement is to deliver “food with integrity” (The motley fool, 2018). Chipotle sources the ingredients from a specific set of farmer or farms who raise animals and vegetables the way they were supposed to. And customers are served those ingredients. When we think about their vision which is to make healthy food available for affordable prices, they take the healthy part seriously. And that is what integrity is all about.
The goal for Chipotle is toby 2020 would reduce their waste to landfill by 50% ( Chipotle, 2018). And this is a SMART goal. It is specific, measurable, attainable, relevant and timely. They are committed to reducing the waste they produce in the form of food waste or other packaging material or cutlery etc which end up as landfill, by 50% by 2020.  As a restaurant brand, it is very relevant and bound by a time target.
Triple bottom line framework talks about 3 Ps. The first P is people – the organization is socially responsible. The second P is about Planet – the organization promotes environmental sustainability and the third P is about Profit – the organization makes a profit for the stakeholders.
In this case, Chipotle is socially responsible. It promotes LGBT rights and low-income employee rights. They work directly with small farms, creating a business opportunity for small farmers. There is a log of restaurants who have great other programs for employees, but I think in a society creating an opportunity for small local businesses like small farms is very important too.
The source their ingredients except for the lemon juice direct from farms, all raw ingredients, and nothing comes from factories, even the animals are raised in free open space, not in a confined factory-like environment. Most of the quick-serve restaurants serve cheap chemical mixed foods. There are a lot of contents available on YouTube about restaurants like KFC and McDonalds,  and people still have doubt if they sell real meat or real chicken. In this kind of environment where others are selling GMOs and factory-made food, Chipotle sells all-natural raw ingredients. I know of another restaurant that does too, shout out to Panera Bread. There are 2 of my favorite restaurants though.
Chipotle is a publicly listed company that makes a profit. And in 2009 Chipotle was a 2.8 billion worth company which is today worth 18.3 billion. So the shareholder has done very well in the last 10 years (morningstart.com,n.d.).
In my research I did not find any claim that they do not use GMO, I would like to see that disclosure somewhere on their homepage. And saying that and keeping climate change in mind, I would like to set a new goal post-2020. The goal should be “Serving an only organic ingredient with zero carbon footprint by 2025”.

References –
Retrieved on 6/28/2019. Retrieved from https://www.fool.com/investing/2016/05/31/chipotles-mission-statement-and-the-far-flung-ingr.aspx
Retrieved on 6/28/2019.Retrieved from http://performance.morningstar.com/stock/performance-return.action?t=CMG
Retrieved on 6/28/2019.Retrieved from https://www.prnewswire.com/news-releases/chipotle-sets-new-goal-to-drive-environmental-sustainability-300626470.html
Retrieved on 6/28/2019.Retrieved from https://ir.chipotle.com/management/john-hartung

Comments

Post a Comment

Popular posts from this blog

Question and Answer

      * These attacks consist of injecting malicious client-side scripts into a website and using the website as a propagation method is: These attacks consist of injecting malicious client-side scripts into a website and using the website as a propagation method is: XML External Entities Cross Site Scripting (XSS) Security Mis Configuration Injection * A security principle, that ensures that authority is not circumvented in subsequent requests of an object by a subject, by checking for authorization (rights and privileges) upon every request for the object is ____.   A security principle, that ensures that authority is not circumvented in subsequent requests of an object by a subject, by checking for authorization (rights a Complete Mediation Least Privileges Separation of Duties Weakest Link * ...
Post a Comment
Read more

What is Hill's framework for Operations Strategy ?

            Nokia was once the leader in the mobile industry, but that did not continue. In 2013 Nokia’s CEO Stephen Elop made a memorandum named on media with the “Burning Platform.” In this essay, we are going to identify which elements relate to operation management definition. Then, what step of the five steps within Hill’s framework do we recognize? Also, what internal and external factors do we observe. Finally, our comments on the use of violent imagery and language. Which elements related to James’ Operations Management definition do you identify within the “Burning Platform” memorandum?             Transformation. The CEO is trying to convince the employees of transforming Nokia by joining Microsoft. It is a transformation of information kind and the type of facilities transformation.            The third step of assessing how different product win orders against competitors is t...
Post a Comment
Read more

How Toyota New Global Architecture (TNGA) revolutionize the automobile manufacturing industry?

Toyota New Global Architecture (TNGA) system was created to revolutionize the actual automobile manufacturing systems. TNGA aims to promote a massive transformation in Toyota's development processes by emphasizing in harmony between planning and design, which, when appropriately combined and managed, will increase the company’s efficiency (N.A., 2015). Toyota's TNGA system is revolutionary because it creates an even leaner way of designing and manufacturing its cars and establishes a new era of vehicle design and production. From a different perspective, TNGA is a revolutionary system not because it employs a modular approach; since companies like Nissan and Volkswagen already use modular systems in their production plants (Schmitt, 2015). It is revolutionary because it is disruptive and expands the traditional and legendary Toyota’s lean methodology to a different level (N.A., 2015). This new global architecture system is disruptive to the old Toyota Production System (T...
1 comment
Read more