CHIPOTLE MEXICAN GRILL
CHIPOTLE MEXICAN GRILL (CMG)
Chipotle Mexican Grill, Inc. is a chain of restaurants in the United States and Canada specializing in burritos and tacos. It was founded by Steve Ells in 1993 and based in Denver, Colorado. The name Chipotle derives from the Mexican Spanish name for a smoked, dried jalapeño chili pepper, and ultimately derives from the Nahuatl language.
The restaurant is known for its large burritos, assembly line production, and use of natural ingredients. The company has released a mission statement called Food with Integrity, which highlights its efforts in using organic ingredients, and serves more naturally raised meat than any other restaurant. Chipotle is one of the first chains of fast casual dining establishments. From 1998 to 2006, McDonald’s Corporation owned a majority interest in Chipotle, but fully divested their interest in 2006.
A Center for Science in the Public Interest report stated that Chipotle’s burritos contain over 1,000 calories, which is nearly equivalent to two meals’ worth of food. MSNBC Health placed the burritos on their list of the “20 Worst Foods in America” because of their high caloric content and high sodium. When a burrito with carnitas, rice, vegetables, cheese, guacamole, and salsa was compared with a typical Big Mac, the burrito had more fat, cholesterol, carbohydrates, and sodium than the Big Mac, and the burrito had more protein and fiber. The restaurant has also received praise – Health.com included the restaurant in its list of the “Healthiest Fast Food Restaurants”.
Chipotle’s menu consists of five items: burritos, fajita burritos, burrito bowls, tacos, and salads, with a choice of chicken, pork carnitas, barbacoa, steak, or vegetarian (with guacamole). The price of the items is based on the type of meat chosen. Additional toppings include rice, beans, four types of salsa, sour cream, cheese, or lettuce. When asked about expanding the menu, Steve Ells said, “It’s important to keep the menu focused, because if you just do a few things, you can ensure that you do them better than anybody else.” There are over 65,000 possible combinations of ingredients. Most restaurants sell beer and margaritas in addition to soft drinks and fruit drinks. Quesadillas are made on request, though they are not listed on the menu. A children’s menu is also being tested in various locations, with items such as quesadillas, tacos, and a “build your own meal” option, and “the company is also in the early stages of testing breakfast offerings.”