Articles

Chipotle Mexican Grill has been a consistent performer over the last year. Its bottom line surged 19.7% in fiscal 2013, supported by a top-line growth of 17.7%. It looks like the momentum is continuing into the new fiscal year as evidenced by Chipotle's recent results. This is remarkable considering that the restaurant industry has been struggling with same-store traffic in the negative territory since March 2012. (.....) Chipotle continues to strengthen its food culture through the use of ingredients from more sustainable sources and preparing the food using classic cooking techniques. One of Chipotle's key initiatives is the elimination of genetically modified organisms, or GMO, ingredients from food, and the addition of Sofritas -- the all new vegan menu item -- to 40% of restaurants . Encouraged by the item's success, the company will continue rolling out Sofritas to other locations going forward. Also, Chipotle will continue to shift ingredient sourcing to non-GMO options. In its North America locations, all oil used for cooking is non-GMO, and after a few key steps, all food would be non-GMO ingredient based. Its marketing campaign -- Scarecrow, as well as Farmed and Dangerous -- is also focused on issues of GMO and overuse of antibiotics in livestock farming for creating consumer awareness. As awareness regarding the harmful effects of GMO-based food spreads, more customers should come into Chipotle's fold.