TY  - JOUR
AB  - Research methodology The case data were obtained from secondary sources including academic, newspaper and periodical sources.Case overview/synopsis The Founder of Chipotle Mexican Grill, CEO Steve Ells, was a restaurant innovator credited with creating the fast-casual experience. He believed that food, sourced and prepared responsibly, could help “cultivate a better world.” Unfortunately, he had to step down after a continuing series of food contamination events drove away both investors and customers. In 2018, new CEO Brian Niccol was brought in from Taco Bell to reposition the brand and regain confidence. Was it possible to continue with Chipotle’s mission of “food with integrity” or was another strategy necessary?Complexity academic level This case was prepared for an undergraduate strategy course. It can be used to illustrate all the key points in Chapter 1 of a traditional undergraduate strategy textbook. This case would be best placed in the first weeks of the course, as a first case to introduce to students the idea of strategy as a process that continuously assesses and revises strategic directions and decisions. It introduces a discussion of the role of mission, vision and values as part of the strategy process, and addresses the responsibility of leadership to do an ongoing evaluation of a firm’s strategic choices.
VL  - 15
IS  - 4
SN  - 1544-9106
DO  - 10.1108/TCJ-08-2018-0092
UR  - https://doi.org/10.1108/TCJ-08-2018-0092
AU  - Assenza Pauline
AU  - Lewis Michael S.
PY  - 2019
Y1  - 2019/01/01
TI  - Can Chipotle compete by delivering “food with integrity”?
T2  - The CASE Journal
PB  - Emerald Publishing Limited
SP  - 233
EP  - 252
Y2  - 2024/04/23
ER  -