1.1 Brief HistoryChipotle Mexican Grill began in Denver, Colorado in 1993. In 1998, McDonald's became the majority shareholder; however, in 2006, McDonald's sold its majority stake. Chipotle became a public company listed on the New York Stock Exchange in 2006. It currently has 1,083 locations across the United States and Canada. In May 2010, Chipotle expanded into Europe by opening its first restaurant in the United Kingdom. (Form 10-K Chipotle Mexican Grill, Inc., 2011) 1.2 Product Offerings Chipotle's cuisine is Mexican. Their menu consists of burritos, tacos, burrito bowls and salads prepared with fresh ingredients using classic cooking methods. The customer moves down an assembly line, choosing the different components of their meal as they go. They recently created a children's menu offering smaller portions. They offer three types of meat: chicken, beef and pork. Condiments include fajita vegetables, rice, two types of beans, four different salsas, sour cream, cheese, guacamole and lettuce. The interior design of Chipotle restaurants is distinct. The contemporary design features stainless steel table tops and sleek wooden chairs. The atmosphere is relaxed with music from different genres. 1.3 Market Segment Chipotle is classified in the restaurant industry as fast casual dining, a combination of the fast food and casual dining segments. Fast casual restaurants have the following attributes: high quality food, upscale atmosphere, higher average checks between $7 and $11, and payment at the counter (What exactly is fast casual? 2008).2.0 Market Opportunity Analysis2.1 Market TrendsThe restaurant industry grew to $403.5 billion in 2010, a growth of...... middle of paper .... .. everything economical in the restaurantThe fast casual segment surpasses that of the industry. (March 15, 2011). Retrieved March 19, 2011, from Fast Casual: http://www.fastcasual.com/article/179973/fast-casual-segment-outperfomrs-industry?rc_id=312Form 10-K Chipotle Mexican Grill, Inc. (February 2011). 17). Retrieved March 15, 2011, from the United States Securities and Exchange Commission: http://www.sec.gov/archives/edgar/data/1058090/000119312511039010/d10k.htm#tx129308_27National Restaurant Association Reveals Hottest Menu Trends more popular in 2011. (2010, December 1). Retrieved March 19, 2011, from the National Restaurant Association: http://www.restaurant.org/nra_news_blog/2010/12/national-restaurant-association-reveals-hottest-menu-trands-in-2011.cfmWhat is it what exactly is fast casual? (2008, January). Retrieved March 19, 2011 from Franshise Times: http://www.franchisetimes.com/content/store.php?article=00643