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Chipotle Mission and Vision Statement Analysis

Chipotle Mission and Vision Statement Analysis

Are you interested in discovering the secret behind Chipotle Mexican Grill?

This popular fast food restaurant is usually known simply as Chipotle and has been going strong for nearly three decades. This American company is one of the first chains of fast-casual dining restaurants. From the very first, chipotle has not been afraid to do things a bit differently.

The company’s commitment to quality and health can be seen in its clear mission and vision statements, and core values.

So, let’s make an in-depth Chipotle mission and vision statement analysis to find out more about this fascinating company.

chipotle mission and vision statement analysis

Company History

The first Chipotle Mexican Grill was opened by founder Steve Ells in Denver, Colorado, in 1993. The company takes its name from the Nahuatl name for a dried and smoked jalapeño chili pepper. Ells calculated that the restaurant would need to sell at least 107 burritos each day to make a profit. However, after just a month, the restaurant was selling more than a thousand burritos per day.

The second Chipotle restaurant was opened just two years later, followed quickly by a third. By 2009, Chipotle had secured the eighth spot on a list of fastest-growing restaurant chains in the United States. By 2019, the restaurant chain was serving more than 750,000 customers each day.

Expanding over continents!

Today, Chipotle boasts more than two thousand outlets around the world. Branches can be found throughout the United States as well as in Canada, the United Kingdom, France, and Germany. No matter where customers travel, they can enjoy fresh Mission burritos and tacos made to order in front of them.

Mission Statement

The mission statement of Chipotle is ‘to provide Food with Integrity.’ This simple yet impactful mission statement clearly shows what the company stands for. Three key elements compose this mission statement that can be explored in more detail.

Improving health

This is one of the unique elements that distinguish Chipotle from other fast-food enterprises. From the way the ingredients are produced to preparation, the emphasis is on health and nutrition. This has helped Chipotle to gain a loyal following of fast food lovers who want to eat more healthily.

Chipotle is committed to only using natural and healthy ingredients in its menu items. However, customers can be sure that the company does not compromise when it comes to taste. The company’s special sauces, salsas, and other side dishes are bursting with fresh and spicy flavors.

Reasonable prices

Like other fast-food enterprises, chipotle is committed to offering customers value for money. This makes the company’s menu items accessible to people from all walks of life. People who are short on time can still enjoy a healthy meal without having to pay a fortune for it.

Food with integrity

Customers are provided with a detailed and complete list of all the ingredients that are used to create menu items. This commitment to integrity and transparency has helped to form the cornerstone of the brand. Customers can be sure that they know exactly what they are eating, which helps them to make healthier choices.

Each customer is also allowed to fully customize their meals according to their needs. Chipotle caters to people with all types of dietary needs and restrictions. This has helped the company to gain a large and diverse customer base over the years.

Value and nutrition…

It can be seen from the mission statement that the company is focused on its reputation. The value of a positive customer experience is clearly recognized. Chipotle also strives to be connected in the perception of customers to the popularization of holistic foods.

the chipotle mission and the vision statement analysis

Vision Statement

The vision statement of Chipotle is ‘to do more than just rolling burritos while working to cultivate a better world.’ This vision statement clearly reflects the company’s commitment to sustainability. The vision statement can be brown down into two key elements that we can explore further.

Doing more

Over the years, Chipotle has always strived to set itself apart from other fast-food franchises. The company invests heavily in research and development to discover what customers want and meet their needs. This has helped the company to constantly create outstanding menu items that customers love. Constantly exceeding expectations has also helped the company to thrive.

Cultivate a better world

Chipotle has launched a number of programs aimed at developing and enhancing communities over the years. This has helped the company to become more relatable in the eyes of customers. This includes participating in fundraising events that promote environmental and social development around the world.

Core Values

Core values include the ‘commitment to best ingredients, doing it for everyone, sourcing from farms, and emphasizing on both quality and responsibility.’ It can be seen that the company’s core values directly contribute to its success. Employees are expected to embrace these values as well as uphold them in everything that they do.

The best ingredients

The company’s first priority is making sure the ingredients they use are the best available. They source fruit, vegetables, and other ingredients directly from farmers and insist that these ingredients are fresh. This commitment to offering the best also follows through to storage and preparation methods.

the chipotle mission and the vision statement analysis

Treating our people right

Chipotle is committed to supporting employees of all levels and helping them to advance on their career paths. Employees are provided with culinary training and active encouragement. Talented employees are allowed to advance within the company as well as special bonuses and other benefits.


Chipotle is dedicated to sustainability and regularly announced pledges to help ensure this. For example, the company announced the commitment to divert 50% of its waste from landfills throughout 2020.

The Gloves to Bags pilot program was launched in 2018. This ongoing program recycles the company’s used plastic gloves into garbage bags. These garbage bags are used in just under half the company’s restaurants around the world.

Mexican Fiesta Fun At Home!

Let’s get you applying and on your way with our Chipotle Mexican Grill Application and our Chipotle Interview Questions, along with our How Old Do You Have To Be To Work At Chipotle article just in case you’re still a bit young!

If you love your Mexican food as I do, you could also eat it every day! So, check out A Taste of Mexico: The Complete Mexican Cookbook, and The Mexican Home Kitchen: Traditional Home-Style, which is my favorite, along with the Best of Mexican Cooking: 75 Authentic Home-Style and Nopalito: A Mexican Kitchen.

And of course, a Mexican Fiesta isn’t complete without Taco! Taco! Taco!: The Ultimate Taco Cookbook, or the tasty Taqueria Tacos: A Taco Cookbook to Bring the Flavors of Mexico Home, and finally the modernized Guerrilla Tacos: Recipes from the Streets of L.A. all available online in 2023.

Final Thoughts

Since its conception, Chipotle has taken a unique approach to fast food.

The company’s mission statement and values clearly show the commitment to healthy food. Chipotle customers can be sure that they will receive fresh and tasty ingredients that are also healthy. Chipotle goes to great lengths to make sure that customers know exactly what they are eating. Full details of the nutritional value of each menu item can be found on the company’s website.

The commitment to a fast and convenient service makes it easy for customers to eat healthily without compromising on flavor.

Good luck with your future career at Chipotle!

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