(/tʃɪˈpoʊtleɪ/, chih-POHT-lay), often known simply as Chipotle, is an American chain of fast casual restaurants specializing in bowls, tacos and Mission burritos made to order in front of the customer.

Chipotle Mexican Grill Inc (Chipotle) is an operator of the fast-food chain in the US. The company, through its subsidiaries, operates restaurants under the Chipotle brand. Its menu offering includes tacos, burritos, salads, and burrito bowls (a burrito without the tortilla).

According to the Wall Street Journal, Chipotle is facing four major challenges right now: slowing sales growth, a tightening labor market, supply chain issues, and new attacks from critics.

They spent under $100 million on advertising in digital and national TV in the last year. They invest in premium ad units and advertised on over 100 different Media Properties in the last year across multiple Media formats. Chipotle last advertised a new product in September, 2022.

One of the keys to Chipotle's success is its small menu. A smaller menu has three benefits. First, since Chipotle only stocks fresh ingredients, there is always a chance of food spoilage. The small menu reduces the number of ingredients needed on-hand, thus reducing the likelihood of waste.

High-Quality Fast-Food: Typically, high-quality food and hasty food preparation doesn't come hand-in-hand. There's usually a trade off involved. Not with Chipotle. Chipotle's meat is naturally raised, tastes fantastic, and their unique assembly line structure allows for quick burrito preparation.

What's more, Chipotle believes that its top performers exhibit 13 distinctive characteristics. They strive to find people who are: motivated, infectiously enthusiastic, respectful, curious, presentable, happy, honest, polite, smart, ambitious, high energy, hospitable, and conscientious.

Chipotle's motto of “food with integrity” was inspired by what founder Steve Ells learned about American food production. Ells became committed to serving food that was ethically and naturally produced, which Chipotle claims results in meat that is tastier than what other restaurants serve.

Venables Bell & Partners Developed with Venables Bell & Partners (VB&P), “As Real as It Gets” represents the company's first use of national broadcast television as a significant component of an advertising campaign.

non-traditional advertising Chipotle focuses on non-traditional advertising and majorly relies upon the “word of mouth” marketing strategy. This is working very well for the brand as in 2014, Chipotle's store sales were up by 13.4% and eventually their revenue by 24.4%, that is $904,200,000 of money from the burrito.

Del Taco topped the list ranking value, while Chipotle ranked first in food quality, overall cleanliness and healthy options. Although it ranked third overall last year, Qdoba did not receive enough votes to make the list this year.

12 Mind Blowing Facts You Never Knew About Chipotle

• Chipotle has their very own DJ.
• You get WAY more food when you order a burrito bowl.
• McDonald's does NOT own Chipotle.
• Free burrito coins (and cards) actually exist!
• Contrary to popular belief, Chipotle does not have a secret menu.