RISE - Menu Monitor

Chipotle Mexican Grill
Headquarters
1543 Wazee St., Denver, Colorado 80202 USA
Tel: (303)595-4000 Fax: (303)222-2500
www.chipotle.com
Ownership: Public
Segment: Limited Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 837,000 635,577 500,000
Company-owned ($000) 815,000 625,077 490,000
Franchised ($000) 22,000 10,500 10,000
U.S. Number of Units 567 489 409
Company-owned 547 481 402
Franchised 20 8 7
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 1,584 1,440 1,195
Concept Positioning |
Chipotle Mexican Grill is a limited-service Mexican chain that strives to offer premium-quality Mexican fare in variations of
three menu items—burritos, tacos and fajitas. The public chain operates 567 units across the U.S., 20 of which are franchised.
Units are in a variety of sites, from freestanding to strip-center locations. They average 1,600–2,600 sq. ft., with seating for 25–
96 guests. Décor features a spare industrial design that includes birch plywood, corrugated steel, wire mesh, pigmented
concrete, stainless steel and leather. Takeout is available.
Steve Ells opened the first Chipotle Mexican Grill in 1993 near the University of Colorado campus in Denver. In 1997,
McDonald’s Corp. made a minority investment in the concept, and in 1999, McDonald’s increased its investment to more than
51%. In 2001, the chain dropped the Mexican Grill portion of its name and was identified simply as Chipotle. However, a
redesign of its logo and signage in 2007 reflected a return to its original brand, Chipotle Mexican Grill. In early 2006, Chipotle
went public when McDonald's Corp. spun off 35% of the chain. McDonald’s divested the rest of its stake later that year.
Menu Positioning |
Chipotle is open for lunch and dinner, offering made-to-order burritos, tacos and fajitas, chips and salsas, and beverages.
Burritos begin with a giant flour tortilla, cilantro-lime rice, choice of pinto or vegetarian black beans, choice of meat, choice of
salsa and cheese or sour cream. Fajita Burritos are the same as burritos with the addition of sautéed peppers and onions
instead of beans. Burrito Bols are burritos or fajitas without the tortilla and with romaine lettuce instead of rice. Taco meals
include three soft or hard corn tortillas, choice of meat, choice of salsa, cheese or sour cream and romaine lettuce. Meat
choices include Carnitas—pork seasoned with thyme, bay leaves, juniper berries and black pepper; Barbacoa—spicy
shredded beef marinated in chipotle adobo, cumin, cloves, garlic and oregano; Chicken marinated in chipotle adobo; and
Steak marinated in chipotle adobo. Chipotle offers naturally raised pork at all locations and naturally raised chicken and beef at
select units. Sides include chips with salsa, available in hot, medium and mild flavors. Soft drinks, iced tea and bottled waters,
as well as variety of beers and margaritas, are available. Menu prices range from $5.10–$6.45. Checks average $6.
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