Chipotle’s mission statement is “To provide food with integrity. Quality is a state of mind at Whole Foods Market” (“Chipotle’s mission,” 2016) It is a strong mission statement, as it has many qualities nailed down perfectly. It is concise, inspiring, socially responsible, and broad in scope to be applied to almost every aspect of the company’s operations (Bryson, 2018). At the same time, it does not reflect on the utility of the products in comparison to their competitors, nor does it seem to be written from a customer perspective (Bryson, 2018). It features broad definitions like quality and integrity but does not explain how these relays to the Whole Foods market. The proposed improved statement would be as follows:
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“To provide food with quality and integrity, nurturing health and prosperity in customers, employees, and everyone in between.”
The improved vision statement would be as follows:
“To do more than just rolling burritos while working to cultivate a better world, by not staying idle and committing to noble causes.”
This vision statement adds to the existing one, so that, while not losing coherency or a sense of uniqueness, it would add more clarity to the company’s plan about how it is going to go about enacting the changes it seeks to create in the world (“Values,” 2020). It has all five advantages of a strong vision statement: it is clear, concise, futuristic, unique, and inspiring (MacLeod, 2016). At the same time, it offers fewer possible interpretations of the plan and sets up a clear vector towards socially-responsible projects and goals, which would define the company as a new leader in the market (Guerra‐López, 2018).
Bryson, J. M. (2018). Strategic planning for public and nonprofit organizations: A guide to strengthening and sustaining organizational achievement (5th ed.). John Wiley & Sons.
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Guerra‐López, I. (2018). Ensuring measurable strategic alignment to external clients and society. Performance Improvement, 57(6), 33-40.
MacLeod, L. (2016). Mission, vision, and values statements: The physician leader’s role. Physician Leadership Journal, 3(5), 18-25.
Values. (2020). Web.