Chipotle Mexican Grill, Inc. (Chipotle) is a fast-casual restaurant chain that specializes in serving burritos and tacos. The company’s shares have suffered tremendously since the onset of the e-coli outbreak in 2015, which led to a temporary closure of restaurants in the Pacific Northwest and a major loss of consumer confidence; the outbreak ultimately cost the company well over a billion dollars. Since then, however, the company has made a strong comeback, and its shares are now at an all-time high. In 2022, Chipotle will be a strong buy due to its strong brand identity and the fact that it is one of the few companies that still offers a quality product that is reasonably priced.
As the Millennial and Gen Z generations continue to enter the workforce, they will likely look for restaurants that offer quick service and a relatively inexpensive dining experience that maintains a high-quality standard. Chipotle’s brand identity and commitment to serving only naturally raised meat and sustainable fish provide a significant advantage over its competitors in the restaurant industry.