The paper "Chipotle Mexican Grill Internationalizing into Switzerland" is a perfect example of a business case study. Steve Ells founded Chipotle Mexican Grill in 1993 after acquiring a $75,000 loan from his parents. After launching the business concept and beginning operations, the business was selling more than 1,000 burritos in a day. In 1995, the company began an expansion process by opening a second store from the profits plowed back into the business. In 1996, the company opened a second store and a strategy aimed at funding more growth, Steve Ells parents contributed an additional $1.5 million while the board of directors at Chipotle raised another $1.8 million from local investors (Villavisencio, 2015). Chipotle Mexican Grill was incorporated in 1998.
This provided a platform for expansion considering that it was able to develop and operate Chipotle Mexican Grill restaurants in different locations. Chipotle Mexicana Grill was founded and incorporated the philosophy that fast food could also be cooked to be highly nutritious unlike the junk food believed to be part of the food. The company through its management has been successful due to it ability to create and ensure the growth of an exceptional customer experience while calculating the culture of honesty and ensuring the provision of rewarding opportunities for its employees (Villavisencio, 2015). In the process of ensuring diversification and market, expanding the company through its stores the company operates on a menu focused on tacos, burritos, salads, and burrito bowls.
With more than 1700 operational restaurants in Canada, United States, Germany, France, and England, the company has been able to improve in terms of its competitive advantage, market share and customer base (Villavisencio, 2015).
Chipotle Mexican Grill has also been able to introduce diversification by targeting Asian customers. This explains why the company owns about 10 ShopHouse Southeast Asian Kitchen restaurants specializing in Asian cuisine (Wylie, 2014).
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