Abstract
has been growing faster by creating a new category named 'fast casual'. It is remarkable because the US restaurant industry has been struggling since 2000. Frances Frei at Harvard University explained that the key success to Chipotle is mass customization. Mass customization is the production of customized goods or services at near mass production price. In this study, we draw out the critical sucess factors of mass customization from literature review, and analyze the case of Chipotle. We find that Chipotle has all the critical success factors in terms of customer, product, competition, technology and management. This study is new in that mass customization is applied not to manufacturing but to service industry. The purpose of this study is to promote academic understanding regarding mass customization in service management and to offer practical support for the development of domestic restaurant industry.
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