Chipotle

Elite Chipotle Club Adds 200th Member

Chipotle Mexican Grill’s co-CEOs Steve Ells and Monty Moran announced the promotion of the company’s 200th Restaurateur, a position reserved for its most elite restaurant managers who are all hand-picked by the CEOs. Chipotle’s Restaurateurs are powerful leaders who know how to create positive restaurant experiences by building a culture of empowered top performers who are consistently achieving high standards.

Chipotle Reveals Asian Concept

Chipotle Mexican Grill unveiled additional details for its new restaurant concept slated to open this summer. The concept, ShopHouse Southeast Asian Kitchen, is inspired by the traditional shophouses found throughout Thailand, Malaysia, and Vietnam. Shophouses are classical two- or three-story buildings where families live upstairs and run restaurants or fresh markets on the ground level.

Chipotle Chooses Rokkan for Digital Campaign

Chipotle Mexican Grill has chosen Rokkan, a New York-based digital agency, for several digital marketing and brand awareness initiatives for 2011.

With nearly 1,100 restaurants, Chipotle's mission to serve "Food with Integrity" has become a bigger part of its marketing and is now the focus of most of the company's communication, from its advertising to the in-store packaging and corporate website.

How to Spot a Good (& Bad) Brand Extension

What do Bic underwear, Harley-Davidson wine coolers, and Jamba Juice soup have in common? They’re all ways companies have tried to extend their brands—and they all failed.

It shouldn’t have been a surprise that the rough and manly image of the Harley brand wouldn’t fit with the light and girly product attributes of a wine cooler, but the fates of other brand extensions are harder to predict.

What Happened to Table Service?

In many cases, it’s a different consumer out there today deciding where to dine when the urge hits. Throughout the recession, full-service restaurants offered so many fire-sale bargains that those little affected by the economy could almost feel guilty for practically stealing meals when they would have just as willingly paid regular price.

Chipotle as Good as Gold for the Next Four Months

Chipotle Mexican Grill began celebrating the 18th anniversary of its focus on using high-quality ingredients by wrapping its burritos in gold. Beginning today, and continuing for four months, Chipotle will switch from its iconic silver foil to gold foil for its burritos. The company estimates that it will wrap as many as 35 million burritos in gold foil during that period.

The Fall of Pizza

What’s happened to pizza’s major players?

In 2000, the QSR 50 Report, this magazine’s annual ranking of the nation’s top quick-service brands, showed a robust American appetite for pizza, a category trailing only burger joints in representation. With pizza chains claiming four of the list’s top 15 slots and 12 of the top 50, the segment seemed poised to maintain its spot as a 21st century quick-service staple.

Yes Ron, There is a Fast Casual

Last October, I attended an industry conference and saw Panera’s founder Ron Shaich moderate a panel of great industry leaders. Those of you who follow me on Twitter know I also had the chance to ask Ron a question about the development and future of the fast-casual industry. Ron answered by noting that there was no such thing as fast casual and that no consumer says, “I am going to go to a fast-casual restaurant.” Needless to say, this caused quite a buzz amongst those of us in the segment, and there has been a bit of a debate going on since then.

The Surprise in Chipotle’s Test Kitchen

Nate Appleman was working at A16 in San Francisco when, one day in early September, a man named Phil Petrilli decided to introduce himself to the chef.

Appleman was a Rising Star Chef from the James Beard Foundation and a Food & Wine Best New Chef. Petrilli was a regional director for Chipotle who admired Appleman’s work.

But Petrilli couldn’t have prepared himself for what the chef would say when he told him he was a fan.

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