2004 Consumers' Choice in Chains | Mexican: Chipotle

By Staff -- Restaurants & Institutions, 9/1/2004

2004 Consumers’ Choice in Chains
MEXICAN > CHIPOTLE

Chipotle Founder and CEO Steve Ells has a fresh take on food quality.

“Fresh is where you start, but it’s not enough anymore. Now it’s about food that has integrity,” he says.

Integrity, to Ells, means knowing where ingredients come from and how they are grown. It means pork, beef and chicken raised on vegetarian diets, without hormones or antibiotics. It means organic fruits and vegetables.

12
Hours Chipotle's steak is marinated in a spicy-chipotle adobo sauce before being grilled medium rare.

Fitting such a high-minded menu philosophy into a growing chain that is part of McDonald’s Corp. is a challenge Ells is passionate about meeting. Working to make socially and environmentally responsible products a bigger part of his business is a slow process, one that must balance sourcing product where he needs it and finding ways to control costs. Ells’ efforts appear to resonate with customers, who give the chain top marks in its category for food quality, reputation and value.

Chipotle has featured free-range pork systemwide for three years. Antibiotic- and hormone-free beef raised on vegetarian diets is served in all Colorado and New York as well as some Chicago markets.

“All of this goes toward better-tasting food, but also with a sense of respect for the environment, the rural landscape and the people working on the farm,” Ells says.

While Chipotle does communicate these efforts to customers, it’s not integral to its marketing message. Instead the chain builds appeal on the strength of a straightforward but flavorful menu, the simplicity of which is reflected in the concept’s clean, sparse décor.

“It’s a complete experience,” Ells says. “That’s what our customers appreciate, and that’s what differentiates us.”

Headquarters	Denver
CEO	Steven Ells
Units	330
Check average	$8.61 (est.)
Respondents aware of chain¹	19%
Respondents who visited in previous 12 months¹	5%
Guests who would go back²	88%
Average loyalty (would go back) for chains in this segment	84%
Key region	Midwest, West
Widest attribute lead	Food quality
(1) Base is all respondents; (2) base is 12-month patrons.

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Chain	Overall Score	Food Quality	Menu Variety	Value	Good Reputation	Service	Atmosphere	Cleanliness	Convenience
<%=rsCCIC("rank")%>. <%=rsCCIC("chain")%>	<%=rsCCIC("overall_score")%><%=pct%>	<%=rsCCIC("food_quality")%><%=pct%>	<%=rsCCIC("menu_variety")%><%=pct%>	<%=rsCCIC("value")%><%=pct%>	<%=rsCCIC("good_reputation")%><%=pct%>	<%=rsCCIC("service")%><%=pct%>	<%=rsCCIC("atmosphere")%><%=pct%>	<%=rsCCIC("cleanliness")%><%=pct%>	<%=rsCCIC("convenience")%><%=pct%>
Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute.
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