Chipotle Mexican

Grill
Diego Acosta | Helder Damiao | Arvinder Kamboj
Thao Ngyuen | John Swei

Chipotle: An Overview
"Food with integrity"
Chipotle was founded in 1993 in Denver, CO.
They are known for serving fast food that emphasizes
"higher quality ingredients, classic cooking techniques,
and distinctive interior design."
Chipotle is considering opening locations in France, The
United Kingdom, and Germany...
So why not Singapore?

Singapore: A Social, Political, and

Economic Overview
Quick Facts:
Population of 5.5 million
Area of 255 sq. Miles
Languages: English, Chinese, Tamil, and Malay
Life Expectancy: 82.3

Singapore: A Social, Political,

and Economic Overview
Located at the Southern tip of Malaysia
1 main island and 63 small islands around it
71% Chinese
Independence in 1965
Unitary Parliamentary Constitutional Republic

Singapore: A Social Overview, Political, and

Economic Overview

English is one of the main languages

Pro-business government
1st place rank in World Bank's Doing Business 2016 Report
(US is 7th)
World's 3rd Richest country
GDP per capita: $61,587
$1 US dollar = 1.38 Singaporean Dollar

Subway
A Competitor from the United States on the
rise is Subway with now over 70 locations to
choose from, mainly focusing in the southern
regions.
Subway entered in 1996.
Their style of sandwich making and fast
casual dining matches the food service
model of Chipotle's.

Local Competition
Singapore posseses a variety of locally
owned Mexican restaurants, such as
Muchachos which is also very similar to
Chipotle in style and menu offerings.
Other local Mexican restaurants
include Luncha Loco, Mex Out, Se or
Taco, Cafe Iguana, Baja Fresh, and
more.

Investment Situation
There is not yet a chain of Mexican restaurants in
the Singaporean food industry.
This signifies the potential of a market for Mexican
cuisine and the opportunity to become the first
successful chain of Mexican restaurants in the
country.
Unlike the competitors of server-based slow dining,
Chipotle's fast paced style of eatery appeals to the
busy lifestyle of the average Singaporean as well as
the economically considerate prices. (Muchachos
charges around $17 per burrito!)

Locations to Invest
Chipotle should invest in areas that are fastpaced and/or have a younger demographic, such
as near the National University of Singapore.
College students have a predilection towards
fast food and are more open-minded in terms of
different food tastes and styles.
On-campus locations are potential prospects as
well, further emphasizing the convenience
without sacrificing quality.

Hawker Center
After being introduced in the 1800s,
Hawker Centers have become an
integral part of Singaporean food
culture.
Over 110 Hawker Centers are
present in the entire Country.
The most basic of fast food where
succulent dishes are prepared for
you on the go.

Cultural Characteristics
Based on ideology of racial and religious harmony
"Face"
Traditionally family centered
Westernization of Singaporean youth

Culture Characteristics Continued

Singaporean food
Hand things with two hands
Addressing your elders

Business Norms in Singapore

Punctuality is expected
Standard dress wear
Business and food/entertainment
Allow the host to order
Inviting party pays the bill
Leave your spouse at home
Offer appropriate gifts

Differing Business Cultures

Understand how to work with people of different
cultures
You'll be dealing with either the Chinese, Malay, or
Indian
It is vital to know what good business etiquette is
Learn your holidays

Questions? Comments? Concerns?

Reference :

https://www.chipotle.com/company

http://www2.qsrmagazine.com/articles/features/138/global_growth3.phtml

http://travel.nationalgeographic.com/travel/countries/singapore-facts/

http://www.businessinsider.com/the-23-richest-countries-in-the-world-2
015-7

http://data.worldbank.org/indicator/SP.POP.TOTL