Well designed strategies and well strategized design
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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. 

Brand

Chipotle Europe

Objective

To explore prospective markets around Europe

Scope

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

Team Members

Annie Chen, Sheena Fong

 

Key Steps to Operation

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Journey Map 

Focus Study on Performances and Culture of Existing store in Paris

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Competition

American Fast Food Culture

 
 

European Local Fast Food Culture


Operation

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Hiring

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.

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Risk Management

We make an extra effort to partner with farmers, ranchers, and other suppliers, whose practices emphasize quality and responsibility.
— Chipotle
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Value Chain

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

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