COns Essay Example | Topics and Well Written Essays - 1500 words

COns - Essay Example It did so to improve its profitability. The essay entails an assessment of the effectiveness of the unique rebranding and marketing strategy developed and adopted by CMG. Chipotle Mexican Grill (CMG) is a chain of restaurants with its major operations in U.S.A Canada, Germany, U.K., and France. The company falls under the Indices S& P 500 Retail-Eating Places industry. It is listed on the New York Stock Exchange Market and supplies a variety of unique foods. The company was started by one Steve Ells back in 1998 in Colorado, with only 16 restaurants (Chipotle Mexican Grill 2015). Chipotle became an entity in 2006 when McDonald Company considered divesting its operations, due to increased investments. Today, the company has more than 1600 location internationally. Its annual net income is more than US $300 million. The company total employs more than 45,000 people today (Chipotle Mexican Grill 2015). The main menu offered by the company comprises burritos, tacos, burrito bowls, and salads. The pricing of these foods depends on the type of ingredients mix used for each. Some of the ingredients are pork carnitas, chicken, barbacoa, steak, and vegetables. These foods are made of raw, fresh and healthy ingredients that are obtained through classic cooking techniques. They are usually dished up in unique environments. The company’s vision focuses on providing Food with Integrity. Chipotle is looking forward to providing healthier foods from various fresh ingredients, including ingredients that are grown naturally. To make such foods, the company takes caution while making selections from the animals, land, and the farmers. Nearly all the meat foods supplied by Chipotle restaura nts are raised naturally. According to Chipotle Mexican Grill (2015), they are described as â€Å"coming from animals that are never given antibiotics or added hormones and that are raised responsibly.† Chipotle founder CEO, Steve Ells, once said, "When I created Chipotle in 1993,