If Chipotle’s mission statement proves anything, it’s that sometimes less really is more.
“To provide ‘food with integrity.'”
That’s the mission. In hyperbole. No lofty, unrealistic expectations. Just five simple words that really do say it all.
But what exactly does “food with integrity mean”, and is this mission reflected in Chipotle’s vision statement and company values?
It’s these questions and more, that we’ll answer in this complete analysis of Chipotle’s mission statement.
|Founded:||July 13th, 1993|
|Headquarters||Newport Beach, California, United States|
|Industry:||fast casual food|
|Market cap:||$38.48B (as of June 2021)|
Chipotle Mission Statement – In-Depth Analysis
It’s not uncommon for fast-food brands to make customer experiences the main focus of their mission statement.
McDonald’s, for example, talks about delivering ” delicious feel-good moments ” while Taco Bell goes all-in on ” providing fast, friendly, & accurate service. “
What’s clever about Chipotle’s mission statement is that while it certainly covers customer experiences, it also covers so much more, reflecting the brand’s attitude not only towards the way food is delivered but the way it’s sourced and prepared as well.
It does all this in five words that really say so much more than some longer mission and values statements out there.
“To provide ‘Food with integrity.”
The key word here is ‘integrity,’ a powerful word that says so much, conjuring up concepts such as:
- Upstanding moral principles
- strong ethical values
It’s also a word that absolutely helps to set Chipotle apart from the crowd.
Yes, customers want “delicious feel-good moments.”
Yes, they want efficient service and great-tasting food, but if all that comes at the cost of questionable ethical standards, mistreatment of staff or suppliers, or unscrupulous business practices, that’s hardly going to reflect well on customers and shareholders.
Meeting the Needs of Conscious Consumers
That’s especially true in an age where customers are more socially and environmentally aware than perhaps any other time in history. These days, it’s no longer enough to simply provide good quality products and services.
More and more, “conscious consumers” want brands whose values Closely align with their own and will help them reduce the impact of their purchasing decisions on the world around them.
According to a report entitled ” Meet the 2020 consumers driving change ” from Research Insights:
- 57% of survey respondents would change their purchasing habits to reduce negative environmental impact
- 71% of respondents who said sustainability was very important to them also said they would be willing to pay a premium for sustainable products
- 72% of respondents would pay more for products that support recycling
- 73% of respondents would pay more for products using organic ingredients.
And that’s just for starters.
One study carried out by Accenture Strategy also found that:
- 74% of consumers want brands to be transparent about how they source their products and ensure safe working conditions
- 62% of consumers say their purchasing decisions are influenced by the company’s ethical values and authenticity
- 47% of consumers stopped buying from a business as a result of their ethics or actions.
With all that in mind, it’s a smart move for Chipotle to focus its mission statement around the concept of ‘integrity.’
In doing so, they aim to set themselves apart from the competition by letting it be known that their commitment to delivering great food and customer service doesn’t mean committing on what’s truly important.
Still, it’s all well and good for them to say that, but it’s not beyond the realms of the possibility that a brand could pay lip service to conscious consumers purely for the sake of increasing their profits.
Fortunately, Chipotle is not such a brand. One look at their vision statement and corporate values show that they “walk the walk” every bit as much as they “talk the talk.”
Chipotle Vision Statement
Chipotle’s vision statement is ” to cultivate a better world “, focusing their attention on being genuine, authentic, and “real” and how this reality is better for people and our planet.
The word “cultivate” really stands out here.
To me, it conjures forth images of hardworking farmers toiling away at the land to prepare and gather crops – exactly the kind of image you’d want to be associated with if you were a brand all about natural ingredients and ethical sourcing, just as Chipotle is.
The brand even references this concept of hard work on their website, noting that their way “might be the hard way to do things, but it’s the right way.”
This alone tells you a lot about the company. This is a brand that is prepared to stand behind its principles.
Yes, it might be easier to find cheaper ways of sourcing and focus more on delivering cheap food quickly, but it wouldn’t help them to “cultivate a better world.”
What a “Better World” means to Chipotle
Of course, this is all well and good, but what exactly does “cultivating a better world actually mean?”
For Chipotle, it means:
- Being one of the first restaurant chains to focus on local and organic produce
- Launching the Chipotle Cultivate Foundation to improve the accessibility of real food
- Committing to recycling goals
In other words, while Chipotle is best known for their burritos, they ultimately have loftier ambitions than simply making great food. Every aspect of their operation is focused on improving the world we live in, one step at a time.
Chipotle Core Values
Chipotle’s core values are all built around the concept of being “real.”
The brand states their belief that “food has the power to change the world and we do it [change the world] by being real.
On their website, they then explain all the ways that this influences their core values and, more importantly, their operation.
- Real Food – Making fresh food every day using only natural ingredients
- Real Ingredients – Sticking to just 53 ingredients that are easy for customers to pronounce, ensuring you know exactly what’s going into your food
- Real Responsibility – Being the first national restaurant brand committed to using responsibly raised meat and improving animal welfare standards
- Real Commitment to Protecting the Planet – Via recycling schemes
- Real Employee Care – Committing to “treating people right.”
Chipotle may not have the longest mission statement in the world, but it certainly can teach us a whole lot.
To sum up, the key takeaways from this mission statement analysis are.
- Less is more – your mission statement doesn’t have to be multiple sentences long. Choose your mission statement carefully, and sometimes five little words can make a big impact.
- Focus on what sets you apart – Chipotle could have easily focused purely on customer experiences or the taste of their food. Instead, they appealed to purpose-driven consumers, focusing on “integrity,” giving themselves a unique USP in a crowded market.
- Appealing to conscious consumers can make a big difference – Whether it’s through sustainability commitments, ethical sourcing, employee welfare, or a combination of all three, proving that your brand’s values are aligned with your customers can go a long way to ensure success.
Other Businesses with Similar Values
Chipotle isn’t the only food-related brand whose values are focused on integrity.
The following brands also share some similar values with the burrito kings:
The fast-food giant lists its values as “Community, inclusion, integrity, family, and Service.”
Ben & Jerry’s
The popular ice cream brand’s “Social Mission” is similar to Chipotle’s emphasis on making the world a better place.
The makers of toddler-friendly food focus their values around sustainability and eco-conscious production.
Frequently Asked Questions
Question: What is Chipotle’s Slogan?
Answer: Chipotle’s slogan is “food with integrity,” a simple but powerful motto that speaks volumes about its commitment to ethical sourcing and natural ingredients.
Question: What are the 13 Characteristics of Chipotle?
Answer: Chipotle Outlines 13 Key Characteristics That Looks For When Hiring Employees. These are:
Ambitious, conscientious, curious, happy, high energy, hospitable, infectiously enthusiastic, motivated, polite, presentable, respectful.
Question: When did Chipotle start Food With Integrity?
Answer: “Food With Integrity” has been Chipotle’s slogan since 2001.