Quality in Restaurant Sector

Quality in Restaurant Sector


The relationship between customer satisfaction and quality has gained great attention in the restaurant sector. Quality in the restaurant sector means exceeding or meeting the customers’ expectations. Services should be courteous and prompt and food should be prepared properly. Quality can lead to significant impacts in a restaurant including an increase in sales, overall customer satisfaction, and a good reputation (Majid et al., 2018). Chipotle Mexican Grill is one of the most famous restaurants in the United States known for its quality of food and services. Quality at Chipotle Mexican Grill entails several aspects including food quality, quality of service, price fairness, restaurant ambiance, responsiveness to hygiene, and quality assurance.

Chipotle Mexican Grill

Chipotle Mexican Grill restaurant has a mission which is defined as Food with integrity that focuses on the use of only pure organic ingredients and meat that has naturally been raised to serve the customers. Chipotle has its branches in approximately 43 states with more than 1200 locations including Toronto, England, France, Washington, and Ontario. According to Walker & Merkley (2017), the company has a workforce of employees of approximately 30,940 and a yearly net income of 215 million US dollars. Chipotle Mexican Grill Inc is run a board comprising of a chairman and four directors with its headquarters Denver in Colorado

Analysis of Quality at Chipotle Mexican Grill in the U.S

Chipotle’s mission is to serve high quality food while keeping reasonable prices. The vision shows the ambition and direction that a company is taking. Changing the way people eat and the thing about fast food is the Vision of Chipotle Mexican Grill. The values of Chipotle are built-in believing that the purchase of fresh ingredients and hand preparation is not enough, so they spend time on farms and fields to understand how their food is raised and where it comes from (Walker & Merkley, 2017). Chipotle always aims to promote the local farmers to make sure that there is the sustainability of naturally-raised products which goes along with their mission statement.

Quality of Food

Unlike most fast-food restaurants Chipotle’s in-store employees cook and prepare their foods in the restaurants and that should be a strategy in their new restaurant. Employees don’t have to reheat and assemble precooked, frozen, or precut; they chop the fresh vegetables with knives and cook fresh meat on the grills in their open kitchens which are open for the customers to see how they are cooked (Abwanzo, 2017). Chipotle’s differentiation focuses on providing high quality foods with higher value compared to their competitors. The quality of their food is based on the use of ingredients that are of high quality with classic cooking methods. Chipotle obtains its ingredients from the local farms in Florida giving them a greater chance to promote the local farmers and attract new customers.

Price fairness

The price and food and other services at Chipotle’s Mexican Grill revolve around their motto which is to provide food with integrity. Its pricing position is higher than other fast-food restaurants. This is because expected to pay more money for them to be provided with high quality food and services (Walker & Merkley, 2017). Organic ingredients are priced according to their quality but they charge optional toppings free. The high prices lead to better revenues and greater profit margins. Chipotle also offers discounts to students as a way of establishing a larger customer base.

Quality of Customer Service

The way customers are treated in a restaurant determines of they will judge the restaurant quality. At Chipotle’s Mexican Grill workers go through intensive training to provide consistent services within their target. The staff is also helpful and friendly (Subramanian, 2017). Besides, they know different types of food and services offered at the restaurant. Waiters are dedicated to serving all the customers wholeheartedly. This encourages customers to return to Chipotle making it one of the biggest chains of restaurants not only in the United States but also in other countries.

Restaurant Ambience

Chipotle offers a comfortable atmosphere that is inviting, clean, and well decorated with colorful walls and comfortable seating. It is known for its minimalistic, clean atmosphere and healthy foil-wrapped burritos. Chipotle provides authentic Mexican Cuisines with an atmosphere of Spanish vibe making customers they are South of the border (Abwanzo, 2017). The interior design contributes to the be the general ambiance felt with the space in the restaurant. The furniture selection is also of high quality and it offers both a sociable and intimate environment.

Responsiveness to hygiene quality

Chipotle maintains a clean environment since food safety is part of the company culture. In 2018, the restaurant enhanced its sanitation and HACCP systems created to make sure that effective food preparation services and proper restaurant sanitation. Senior managers during their shifts make sure that hygiene is maintained not only in food preparation but also in the cleaning of eating spaces, rooms, and washrooms (Subramanian, 2017). The food safety manager is responsible for monitoring daily sanitation across 13 different points. The procedures ensure that all pathogens are eradicated in the restaurant.

Quality Assurance

The company is also focused on improving its food safety practices (Subramanian, 2017). With its safety program assessment and a review of its products, it will be able to provide the customers with fresh and healthy food. Chipotle has introduced new progressive food procedures and safety policies for quality measures and to enhance existing practices. The restaurant partners with suppliers in implementing significant food safety standards, eliminating food safety risks, and designing additional controls. Chipotle also has implemented advanced technologies to control risks of food safety, hence providing high quality food. It also conducts unannounced and routine visits to suppliers to ensure safety operations are practiced and they verify supplier programs.


Quality brings significant benefits to Chipotle Mexican Grill. One of the major benefits is that it leads to customer satisfaction. It also leads to a good reputation and widens the customer base of consumers. Due to quality Chipotle has managed to become more competitive over other fast-food restaurants. It has also enhanced the health lives of the consumers and staff working at the restaurant (Majid et al., 2018). Quality has led to more sales and hence more revenue.


In conclusion, quality is one of the most significant aspects that the restaurant sector should consider. Quality not only implies food and service quality but also other important aspects. Chipotle Mexican Grill is one of the most known restaurants in the United States known for the quality of its food. Chipotle current mission is “food with integrity”; and the company sources its ingredients that are fresh and straight from the farm. It partners with local farmers, agriculture to give the restaurant natural and organic ingredients. A look into Chipotle’s quality entails food quality, quality of service, price fairness, restaurant ambiance, responsiveness to hygiene, and quality assurance.


Abwanzo, B. (2017). Chipotle Company Assessment. Available at SSRN 3278492.

Majid, M. A. A., Samsudin, A., Noorkhizan, M. H. I., Zaki, M. I. M., & Bakar, A. M. F. A. (2018). Service quality, food quality, image and customer loyalty: An empirical study at a hotel restaurant. International Journal of Academic Research in Business and Social Sciences, 8(10), 1432-1446. http://dx.doi.org/10.6007/IJARBSS/v8-i10/5310

Subramanian, R. (2017). Chipotle Mexican Grill, Inc. “food with integrity”. In Case Studies in Sustainability Management (pp. 288-304). London: Routledge.

Walker, R., & Merkley, G. (2017). Chipotle Mexican Grill: Food with Integrity? New York: Kellogg School of Management.

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