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
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