Chipotle's Csr Mission or Marketing

In: Business and Management

Submitted By meganicukes
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Pages 12
Chipotle's CSR: Mission or Marketing?
Megan Rehkemper

Companies with CSR stated standards tend to make the headlines when their actual business practices are contrary to those standards. Chipotle, one of the fastest growing chain restaurants, is no stranger to this controversy. The company has made great strides in offering “Food with Integrity” yet it still lacks in credibility. This paper will analyze Chipotle’s CSR and how its standards have led many to question the company’s core values.

Chipotle's CSR: Mission or Marketing?
The heightened media attention on CSR is at least partially in response to society’s interest in socially conscious businesses. Consumers are willing to pay a premium price for environmentally-friendly brands. At the same time, there is much skepticism as to whether companies are intentionally or accidently misleading consumers. Chipotle, one of the fastest growing fast-casual restaurant chains in the world, declares it serves “Food with Integrity”. What does that mean? The company’s reputation has taken some hits in recent years due to lack of transparency. Lessons have been learned along the way yet there is still a credibility gap. Many wonder if Chipotle is telling the public a feel-good story or the truth. This paper will take a look at the company’s CSR: intent vs. execution vs. depiction.
Genetically Modified Organisms GMO’s are plants or animals who have been inserted with a gene from an unrelated species in order to take on specific characteristics (Lee, 2014, p. 1). The push to label GMOs in ingredients has become an escalating, passionate national movement. In 2013, Chipotle was one of first U.S. companies to announce that it would disclose which menu items contained GMOs with the ultimate goal of becoming free of all GMs by the end of 2014. That goal was achieved in 2015 when the…...

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