CHIPOTLE

IN ASIA

R A C H E L GA R T E N

CHIPOTLE BACKGROUND• Steve Ellis –founder, CEO and chef ; “I just

wanted to build a place where you could eat delicious food made of the finest ingredients quickly and affordably. As it turns out, it was an idea people could get behind.”

• 1993-First Chipotle opened its first location. It took the place of a former Dolly Madison Ice Cream place near the University of Denver

• 1995~1996- Opened seven more restaurants in the Denver area

• 1998- Chipotle brings on outside investors• 1999- First Chipotles opened outside of

Colorado: starting to move into the Midwest. Steve Ellis decides to do things ‘differently’ after learning how most pork is raised in the US.

CHIPOTLE BACKGROUND CONTINUED 2000- Started serving naturally raised pork 2002- Started serving naturally raised chicken 2004~ Started to use zero trans fat frying oil 2006 ~ goes public on the New York Stock

Exchange 2007 ~ Over 60% of the beef was naturally

raised; stopped using cheese/sour cream with rBGH

2010 ~ 40% of their black beans are certified organic and the local food initiative is taking off

COMPETITORS• Qdoba• Taco Bell• Taco Jon’s• Moe’s• Del Taco

EXPANSION 3 locations in Paris 9 locations in England 1 location in Germany

0 in Japan 0 in China 0 in South Korea 0 in India

ASIAN CULTURE Collectivism---teamwork over

individualism

Meat and tofu; vegetables and beans

Sit and enjoy; sometimes grab and go

WHY ASIA IS A GOOD MARKET TO GO INTO• Has sit down areas

• Build your own meal

• Cuisine works with the local cuisine; easily altered if needed

• Team work is important

ASIA IS SLOWLY MOVING TOWARDS BEING GREEN“Western multinationals — and in some cases, their Asian

suppliers — have in the last five years started to build more environmentally sound factories in developing countries, green-building experts say.”

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