Chipotle Mexican Grill, Inc. is an American chain of fast casual restaurants in the United States, United Kingdom, Canada, Germany, and France, specializing in tacos and Mission-style burritos. Its name derives from chipotle, the Nahuatl name for a smoked and dried jalapeño chili pepper. The company currently trades on the New York Stock Exchange under the ticker symbol CMG.
The company has released a mission statement called Food with Integrity, which highlights its efforts in using naturally-grown ingredients, and serves more naturally raised meat than any other restaurant chain. Chipotle is one of the first chains of fast casual dining establishments. Competitors in the fast-casual Mexican market include Qdoba Mexican Grill, Moe's Southwest Grill, Rubio's Coastal Grill, Pancheros Mexican Grill, Freebirds World Burrito, and Baja Fresh.
Founded by Steve Ells in July 1993, Chipotle had 16 restaurants when McDonald's Corporation became a major investor in 1998. By the time McDonald's fully divested itself from Chipotle in 2006, the chain had grown to over 500 locations.
|Key people||Steve Ells (Chairman and CEO) Mark Crumpacker (Chief Marketing and Development Officer) Jack R. Hartung (Chief Financial Officer)|
|Subsidiaries||Pizzeria Locale ShopHouse Southeast Asian Kitchen Tasty Made|
|Area served||United States, Canada, United Kingdom, Germany, France|
|Founded||July 13, 1993; 23 years ago (1993-07-13)|
|Traded as||NYSE: CMG S&P 500 Component|
NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.
It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.
The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.
Yes, it is.
Net Promoter Score is a number from -100 from 100.
Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.
The industry average for Food Services is 0.
The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.
Consider an example: If Chipotle Mexican Grill sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.
On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.
Therefore, comparing the NPS score of Chipotle Mexican Grill with your own without any further context is not that useful.
What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.
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We have estimated the Net Promoter Score of Chipotle Mexican Grill based on the publicly available information
including the sentiment of the company-related tweets, 3rd party reviews, and Alexa ratings.