By: Ryan Zdanwich
When it comes to Fast Food restaurants, it is clear that the general concept is viewed as “unhealthy”. Since Chipotle is considered a Fast Food restaurant, I agree with their focus on separating themselves from all other Fast Food restaurants. The introduction to any new Fast Food restaurant isn’t as appealing to the human appetite as much anymore because consumers believe that the only benefit of them is their “convenience”. For example, I will drive to my classes in the morning and will only have time to eat breakfast by stopping at a local Dunkin Donuts or McDonalds, etc. I believe that there are plenty of other healthier options for my consumption, but I know eating fast food for breakfast will keep my on time for my classes. Therefore, entering the fast food industry, Chipotle made a great approach upon their entry. Come to think of it, there has never really been any healthy view on Fast Food until Chipotle came into effect. The idea of eating with convenience and also being healthy, in my opinion, is one of the greatest forms of food service appealing to the human mind.
Since television and social advertisement is beyond expensive for any business, it is smart to revolve their marketing strategies around first hand entertainment and also opportunities to learn about what people are actually consuming. It makes sense to me that almost all other fast food companies don’t reveal what their products consist of because they aren’t healthy or appealing. For example, most people don’t view McDonald’s as possessing “real” food, including myself.
I think this type of fast food matters because you can actually feel half-decent after consuming food from Chipotle, unlike McDonalds or Burger King. Also, people are happy when they feel healthy, and this type of fast food will allow people to recognize that not all fast food is bad and unhealthy. I also think this will impact the Fast Food industry nationally. For some Fast Food Restaurant chains, they focus on a certain strong goal that will never change, however I believe that many of the smaller companies will form their strategies based on that of Chipotle’s. Eventually, I think that the Fast Food industry will become healthier and more appealing.
In the long run, many companies may resort to a strategy similar to Chipotle’s, but I don’t think will ever become successful. The impact that Chipotle had on the fast food industry I believe was sort of a revolution of the epitome of a fast food restaurant. That type of change in the fast food industry is more likely to be more appealing and have a higher impact than a company using a similar strategy that isn’t different and more beneficial for consumers. Chipotle will most likely remain dominant in the fast food industry, regardless of other restaurants using the same strategy. Because Chipotle has that advantage, I believe that while other companies are basing their strategies on Chipotle’s, Chipotle will anticipate their impact and will spend time to research more opportunities to stay ahead of the game.
According to the article, the main focus of Crumpacker was the public view of a Fast Food restaurant and he wanted to reform it. While having the benefit of bringing healthy food options to consumers, its revenue is increasing each year and is becoming dominant in the fast food industry. Crumpacker understands that his approach was unique and necessary for the life of humans and stuck to that ambition. He also anticipates that smaller, startup fast food businesses are forming their strategies based on his own, which allows him to create more opportunities for his business. Proving to people that his food options are healthy compared to other fast food options by showing the ingredients of each was one of his great ideas to persuade people to eat at Chipotle and he has developed trust with his consumers and has kept them happy.
In conclusion, Chipotle will only continue to become more successful each year. Their revenue increases significantly each year; in 2014, they had a 27.8% increase in revenue. Everybody notices the downfall of the unhealthy fast food restaurants, and Chipotle only creates a benefit and a change in outlook of fast food restaurants. Chipotle made a statement, created a specific goal which was unique and much needed to society, and followed that goal every step of the way.