Chipotle Mexican Grill, Inc., also known as Chipotle, is an American restaurant chain primarily serving Mexican food. Chipotle is an example of a company that demonstrates corporate social responsibility and commitment to human and environmental causes. The company promotes human flourishing by serving “food with integrity,” as stated in its official mission statement. Chipotle pays close attention to how raw materials for its dishes are sourced and only collaborates with farms and ranches that meet its high standards (Chipotle, n.d.). In particular, the restaurant chain condones the use of non-therapeutic antibiotics or added hormones on animals and environmentally-unfriendly methods of soil cultivation. On top of that, at Chipotle restaurants, cooks make dishes from scratch, ensuring the homemade quality. As a result, customers can enjoy the food that is both tasty and healthy, which is extremely important given the global obesity epidemic and the burden of cardiovascular disease.
Apart from the “Food with integrity” mission, Chipotle also engages with charitable causes. Using innovative Internet technologies, the company offers its digital platform to charitable organizations and helps to run their campaigns. Chipotle has developed “Restaurant Marketing Manager,” a tool that helps to plan and organize fundraising events. The chain’s endeavors would not be possible without thoughtful leadership. In 2020, Chipotle CEO Brian Niccol became the restaurant leader of the year for his commitment to culture and innovation (Romeo, 2020).
The company’s attention to social and environmental causes gives it a competitive advantage. While in the short term, Chipotle has to put in more effort and resources to uphold its standards, it yields benefits in the long run. Today, customers are becoming more picky about companies: they prefer producers that are ethical and purposeful. Chipotle has exactly such a reputation, which will make it more resilient amidst the volatility of the modern market.
References
Chipotle. (n.d.). Food with integrity.
Romeo, P. (2020). Chipotle CEO Brian Niccol named 2020 Restaurant Leader of the Year. Web.