Business Management of Chipotle Mexican Grill
Chipotle Mexican Grill, the American Mexican food chain
restaurant, opened its first restaurant in the United States in 1993. In 2010,
Chipotle opened its first restaurant in the United Kingdom in London on Charing
Cross. By late May 2013, the company had 6 restaurants in London, but they have
not been doing well even though the British have taken a liking to Mexican food
(Boyle, 2013). Why has this successful U.S. chain not seen the same success
overseas?
If you were Chipotle’s CEO, how would you fix this
situation? What is an alternative means of venturing outside of its domestic
markets that may allow for a competitive advantage?
Then, pick a company that has not yet expanded overseas, or
if it has expanded, suggest a different strategy for entrance into an overseas
market that you feel would be more strategic for the company. Research its
rivals in the global marketplace and market conditions in the overseas market
you are targeting. Justify your recommended entry strategy based on these
industry and market conditions.
