Chipotle Mexican Grill - additional information
The restaurant chain Chipotle Mexican Grill has seen a year-on-year increase in number of restaurants worldwide. Chipotle Mexican Grill is a restaurant chain specializing in burritos, bowls, salads and tacos, with headquarters in Denver, Colorado. The company was founded by Steve Ells in 1993 and, in 1998, McDonald’s became a major investor, although was fully divested by 2006.
Although there is a large variety of Mexican restaurant chains in the United States, Chipotle ranked as the U.S. consumer’s most favorite joint in 2017, alongside Moe's Southwest Grill and El Pollo Loco. About ten percent of U.S. consumers stated that Chipotle Mexican Grill had the best healthy food during a survey, placing the chain joint second in the ranking with Chick-fil-A. According to the survey respondents, Subway was the fast food chain with the best healthy food.
Over the past few years, Chipotle has relied on billboards and radio ads for its advertising and has also developed nationally televised commercials. The chain's marketing spend more than doubled over the years leading up to 2017, reaching 106.35 million U.S. dollars in 2017.
Chipotle’s average restaurant sales amounted to 1.94 million U.S. dollars in 2017. Compared to other quick-service restaurant chains in the world, Chipotle Mexican Grill was the sixth largest in terms of revenue with approximately 3.9 billion U.S. dollars in 2016. McDonald’s was by far the largest quick service restaurant chain, generating around 24.62 billion U.S. dollars that year.