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Prize winner
Authors:
Published by:
Ivey Publishing (2013)
Version:
2013-06-11
Revision date:
17-Jul-2013
Length:
14 pages
Data source:
Published sources

Abstract

Chipotle Mexican Grill, Inc competes in the fast casual segment of the restaurant industry. Its founder and current co-CEO has always emphasized not only good tasting food but also a commitment to sustainability through the mission statement: 'Food with Integrity.' The company has positioned itself as a differentiator, using both food quality and a commitment to sustainability as factors that isolate it from its competitors. However, in 2012, the company faces a number of challenges from increased competition and rising food costs. As a result, a hedge fund investor has recently called for shorting the company's stock. The co-CEOs must decide on the best course to confront these challenges as the company's stock price is in a free fall.

Topics

Sustainability; Differentiation; Positioning; United States; General management/strategy
Location:
Size:
Large
Other setting(s):
2012

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Awards, prizes & competitions

2013 - oikos Case Writing Competition - second prize winner

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