America is known for its vast variety of fast food restaurants, but recently many people have noticed that a lot of these places have been closing down, and in significant numbers. Ever since restaurants, like Chipotle, have emerged, people have been shifting towards newer and different tastes of food. Chipotle offers fresh, organic ingredients and allows you to customize your own burritos, unlike McDonalds, whose foods are fatty and variety is smaller. Fast food chains, like Burger King or McDonalds, don't allow you to see how your food is being made, while in places, like Chipotle, your food is made right infront of you. The reason Chipotle has become such a hit is because they differentiate themselves, using fresh and organic ingredients. With today's economy, people cannot afford luxuries such as organic food but chains like Chipotle allow people to enjoy better quality food at a reasonable price.
My View:
Being a huge Chipotle fan myself, I can see why it is one of the most successful chains in the nation. People love that they can see what is being put into their food and how it is being handled. It allows people to customize what they want to eat and how they want to eat it. People are ditching the old fashioned fast food chains and they are turning their attention to the future of fast food. I think Chipotle's strategy is one of the smartest I have seen in my lifetime. Chains like Big Boy's, Bakers Square, and Ground Round Grill all have shut down because people aren't dining in their restaurants as much, thus causing the chains to go bankrupt. If these chains differentiated themselves from the competition, perhaps they would have been able to stand out amongst competition and attract more customers.
http://247wallst.com/2011/10/12/america%E2%80%99s-disappearing-restaurant-chains/
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