Chipotle

Introduction

The first store of Chipotle was opened in the year 1993 and the idea behind the starting of this business was very simple. The main idea of the business of this food chain was the demonstration of food served fast did not have to be a 'fast food 'experience. The restaurant management says that they use raw ingredients methods of classic cooking and different interior design. These are the most important features that are found in the world of fine dining. The Chipotle chain of restaurants has stepped in the market of the restaurant chains to compete in this diverse market after a span of 16 years and the successful operations of 900 restaurants. The segment in which this chain of restaurants is competing is the fastest growing segment of the restaurant industry, and the customers expect high quality foods from such restaurant outlets with full service to the customers. The speed and convenience of the fast food is more important for the customers in the fast life in the modern society. The core focus of this paper is to identify and discuss the main issues that have been identified in the operations of the Chipotle restaurant and the ways that have been adopted by this restaurant chain to minimize their negative image in the marketing world.

Discussion

It is very significant that Chipotle chain restaurant is a very famous restaurant chain in the United States. One of the restaurant of this chain named Chipotle Mexican Grill has recently experienced significant ethical issues at many branches in Minnesota. Most importantly, a downtown Minneapolis restaurant was audited for illegal employee immigration for the first time. The United States Immigration and Customs Enforcement Agency requested for the legal documentation of the employees of this restaurant to check whether the employees were legal citizens of the United States. In the first attempt, the documents were submitted by Chipotle but they seem to be counterfeit and illegitimate. On this occasion, the Immigration and Enforcement Agency of the United States gave another chance to submit new documents and clarify the errors that existed previously. There were a number of protests that occurred after the restaurant chain fired a number of employees and the protestors accused the Chipotle group of unethical conduct with a number of employees in the franchise of the restaurant. In addition to this, the protestors disapproved of the unethical conduct with the employees outside a downtown restaurant of Chipotle. It has been found that there was no actual report of the number of employees who were allowed to let go or suspected of possessing fraudulent documentations at 50 restaurants of Minnesota(Malloch, 2013).

It was studied in an article found in the Wall Street Journal also notes that the Chipotle is very famous for purchasing meat form local farmers who are unsanitary because of their non usage of antibiotics in the chicken and they also not pen the pigs. Because of this, it is found that the Chipotle seems to be hypocritical that Chipotle is ...