2. CHIPOTLE BACKGROUND
• Steve Ellis –founder, CEO and chef ; “I just wanted to
build a place where you could eat delicious food made of
the finest ingredients quickly and affordably. As it turns
out, it was an idea people could get behind.”
• 1993-First Chipotle opened its first location. It took the
place of a former Dolly Madison Ice Cream place near the
University of Denver
• 1995~1996- Opened seven more restaurants in the Denver
area
• 1998- Chipotle brings on outside investors
• 1999- First Chipotles opened outside of Colorado:
starting to move into the Midwest. Steve Ellis decides to
do things ‘differently’ after learning how most pork is
raised in the US.

3. CHIPOTLE BACKGROUND CONTINUED
 2000- Started serving naturally raised pork
 2002- Started serving naturally raised chicken
 2004~ Started to use zero trans fat frying oil
 2006 ~ goes public on the New York Stock
Exchange
 2007 ~ Over 60% of the beef was naturally
raised; stopped using cheese/sour cream with
rBGH
 2010 ~ 40% of their black beans are certified
organic and the local food initiative is taking off

4. COMPETITORS
• Qdoba
• Taco Bell
• Taco Jon’s
• Moe’s
• Del Taco

5. EXPANSION
 3 locations in Paris
 9 locations in England
 1 location in Germany
 0 in Japan
 0 in China
 0 in South Korea
 0 in India

6. ASIAN CULTURE
 Collectivism---teamwork over
individualism
 Meat and tofu; vegetables and beans
 Sit and enjoy; sometimes grab and go

7. WHY ASIA IS A GOOD MARKET TO GO INTO
• Has sit down areas
• Build your own meal
• Cuisine works with
the local cuisine;
easily altered if
needed
• Team work is
important

8. ASIA IS SLOWLY MOVING TOWARDS BEING
GREEN
“Western multinationals — and in some cases, their Asian suppliers —
have in the last five years started to build more environmentally sound
factories in developing countries, green-building experts say.”
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