Examining the Market Potential and Feasiblity of Chipotle Mexican Grill in the Chinese Market

Abstract

Many U.S. quick-service restaurant chains have expanded their business into the Chinese market, The development in the fast food industry has provided people with a more conventional diet. However, people start to prefer a more healthy diet as the awareness and recognition of personal health rises in recent years. This research focuses on Chipotle Mexican Grills business potential to develop in the Chinese market and how to incorporate its business with several Chinese e-commerce platforms. The research has looked through literature reviews in the field of marketing strategies and management, global restaurant chains, healthy diets, and the Chinese market. The qualitative research design has helped the research to collect deeper insight from Chipotles American market and then employ it to the Chinese market. The results of the research recommended Chipotle enter the Chinese market as a direct sale store, allowing better control over service and quality. The results of the research indicated a good opportunity for Chipotle to collaborate with the Chinese e-commerce platform to make more profitability and more brand recognition. The results of the research also showed great feasibility for Chipotle to enter the Chinese market since there are enormous potential customers in the marketplace.