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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

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