Chipotle Franchise Research Paper Example | Topics and Well Written Essays - 500 words

Chipotle Franchise - Research Paper Example These factors include the direct and indirect competitors, suppliers and the customers. Since its foundation in 1993, Mexican Chipotle Grill has focused on providing restaurant services centered on a marketing position writ in a unique emphasis on natural ingredients. The chain of restaurants specializes in Mexican delicacies, which have gained popularity in the United States over the recent years. Currently, Chipotle has more than one thousand restaurant sites all over the United States. With the introduction of competing products in American restaurants such as smoked foods, Chipotle needed to implement a new marketing position. The new marketing position is be focused on value analysis in order to improve the restaurants returns and earn more customers through its products pricing. The restaurant uses the four utilities of the product: functional, time, place and possession. The product is mainly sold in the United States by Chipotle’s restaurant chains. Over the past decade, Mexican spices, rice and beans are some of the most consumed foods in the country. Through in-depth analysis of the factors of location and strategic selling position, the restaurant identified favorable market sites outside the US creating business for the products. Internationally, the franchise sells its products in Canada and England. As at 2011, the organization commanded an income in the tune of over two hundred Million dollars. This change in fortunes can be attributed to the re staurant’s marketing strategy in the past three years or so. The main positioning step that earned the franchise a major benefit is the conversion of two hundred of Chipotle restaurants into company ownership rather than corporate ownership. This enables the franchise to convert its revenue into direct investments. Chipotle prices its products based on a framework of value chain writ in a transition that benefits both the customer and the organization. The restaurant is renowned