Will Londoners Develop A Taste For The American Made Burrito?
After a chilling couple of years in a restaurant industry hurt by the recession, Chipotle Mexican Grill is turning up the heat.
The Denver-based burrito chain plans to open restaurants overseas for the first time with London the first city of call this spring.
Paris and other European venues are expected to follow.
Chipotle also plans to launch a major new marketing campaign.
The story line will bear no resemblance to fast-food giant and former majority owner McDonald’s (MCD), which sold its stake in 2006, the same year Chipotle went public.
The print, radio and online campaign will stress its commitment to using natural, organic, locally produced and sustainable food products, “food with integrity.”
Finally, smaller and less costly “Model A” restaurants will be rolled out in second-tier locations — about 25% of the 120 to 130 new unit openings planned this year.
Bold moves, perhaps. But they’re not seen as too risky, either.
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