Chipotle Mexican Grill is a chain of fast food outlets based in the United States. The company was established in 1993 and is headquartered in Denver, Colorado, United States of America (Chipotle.com, 2018). However, this fast food chain is not just a simple convenience store; it is found in the USA, but also in Canada, the United Kingdom, Germany and France. Since Chipotle's launch, its revenue and size have grown steadily, allowing it to expand from just the United States to other countries around the world. The reason for its success can be attributed to its strategic management as well as its marketing strategy which has enabled it to stay ahead of its competitors. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Chipotle's strategy is based on its business objectives which involve the expansion and continued growth of the company. Its main strategy is what they consider a differentiated strategy: having unique brands, foods and services compared to its competitors. Other strategies include having a unique food menu by offering meals that are desired by the consumer and are healthy and natural (Prentice, 2016). Along with its natural ingredient strategy for its products, it also has a strategy of using a production line within its restaurants to provide fast services even during peak hours. Chipotle's competitive advantage lies in the unique meals it serves to its customers. . This is a competitive advantage because competitors cannot imitate the company's meals without looking like a copycat, and also because it offers foods made from natural ingredients, which attracts customers because this promotes a healthy diet (Blokhin, 2016). Chipotle can maintain its competitive advantage because it has ensured that it cannot be imitated by its competitors. Keep in mind: this is just a sample. Get a personalized article from our expert writers now. Get a Custom Essay I don't think Chipotle should diversify its type of cuisines to other types such as Asian cuisines and Italian cuisines. Indeed, these cuisines are already common in the market and are offered by many food sellers and restaurant chains (Prentice, 2016). It is because Chipotle only offers cuisines based on natural ingredients that it has been able to grow and maintain its competitive advantage...