This paper explores the mission, vision, values and principles of Chipotle Mexican Grill that guide them in the restaurant industry. Their key mission, vision, and values revolve around providing food with integrity and changing the way people think about and eat fast food. Chipotle’s principles include sticking to the basics of a simple menu and uncomplicated, interactive employee roles.
Mission, Vision, Values and Principles of Chipotle Mexican Grill The mission, vision, values and principles of Chipotle Mexican Grill (Chipotle) are objectives that help guide them in their expansion throughout the world. These concepts assist Chipotle in keeping their brand cohesive and distinguishing them from marketplace competition. The Vision and Mission of Chipotle
According to Pearce and Robinson, a “company’s mission is the unique purpose that sets a company apart from others of its type and identifies the scope of its operations in product, market, and technology terms” (2010, p. 21). Chipotle’s mission statement and vision statements are one and the same. As stated in the Chipotle Mexican Grill 2011 Annual Report and Proxy Statement, their mission and vision statement is “to change the way people think about and eat fast food” (p. 3). Chipotle does this by using high quality ingredients, classic cooking methods, charging reasonable prices, having a distinctive interior design, and friendly people to take care of each customer. This is a fusion of fast food and fine dining called fast-casual dining. The Values of Chipotle
“Food with Integrity” (Chipotle, 2011, p. 3) is a value philosophy concept that Chipotle utilizes to enhance their vision. It involves searching out and serving the “highest quality ingredients that are grown or raised with respect for the environment, animals and people who grow or raise the food” (Chipotle, 2011, p. 3). Chipotle is committed to supporting ranches that...