Well designed strategies and well strategized design

Chipotle Europe : Expansion Proposal


Case Study: Chipotle

The project focuses on researching the possibilities and predicting the outcomes of Chipotle's expanding visions. The process includes a deep dive into competitive brands in prospective markets, as well as in-depth analysis of current business model, operations, marketing strategies, etc. 


Chipotle Europe


To explore prospective markets around Europe


User experience research, trend forecasting, cultural research, company internal and external operation/marketing strategies

Team Members

Annie Chen, Sheena Fong


Key Steps to Operation

Screen Shot 2017-05-30 at 9.40.39 PM.png

Journey Map 

Focus Study on Performances and Culture of Existing store in Paris

click image to enlarge

click image to enlarge

Screen Shot 2017-06-02 at 9.18.14 PM.png


American Fast Food Culture


European Local Fast Food Culture


Screen Shot 2017-06-02 at 10.43.50 PM.png


Transferring and hiring the right people is one of the most important aspects of extending a company's culture and vision. Other than understanding the internal ecosystem, we need to be familiar with the local salaries and benefits as well. Hiring process will be based on a geocentric framework.

Screen Shot 2017-06-02 at 11.07.21 PM.png
Screen Shot 2017-06-02 at 11.07.57 PM.png
Screen Shot 2017-06-02 at 11.07.42 PM.png

Risk Management

We make an extra effort to partner with farmers, ranchers, and other suppliers, whose practices emphasize quality and responsibility.
— Chipotle
Screen Shot 2017-06-02 at 11.50.15 PM.png

Value Chain

Summarizing the activities and strategies from each department and how they effect each other working as a system

Screen Shot 2017-06-02 at 11.53.26 PM.png