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Why Chipotle’s Food With Integrity Is Good Business

Everybody in the food service industry is talking about locally sourced food these days.  The National Restaurant Association has called local,organic and sustainable ingredients one of the biggest trends of 2010, and consumers have defied logic by proving they are willing to pay more for better quality.

The Mexican-themed chain Chipotle has carved a niche out of the higher end of the fast-casual market by holding themselves to a higher standard the company calls “Food With Integrity.”  Fresh local produce has always been a focus for Chipotle, even before the concept had the widespread appeal it enjoys today. With 900 locations and 2.5 million customers a week, Chipotle’s commitment to quality, sustainable ingredients makes it a driving force in the organic food market.  But perhaps the most important contribution they’ve made to the organic movement in general is the education of consumers. The fruits of that education process can be seen in the loyalty of Chipotle’s customers to the brand, despite the menu’s noticeably higher price point.  The difference in taste and quality has shown consumers the value of high quality ingredients.

Now local fresh organic ingredients has turned into a major movement within the food service industry.  More and more restaurants have started responding to consumer demand, and that only reinforces Chipotle’s leadership role as one of the pioneers in organic ingredient sourcing. Many independent restaurants have marketed locally sourced, sustainable  ingredients on their menus with great success.  If you’re considering adding such ingredients to your restaurant’s menu, keep a couple things in mind:

Tell people about it! Chipotle has done a masterful job of associating their brand name with organic ingredients and local sourcing.  Their customers know before they ever walk through the door exactly how Chipotle sources their ingredients, and those customers don’t even flinch at the cash register. It’s vital that you get the word out about your menu’s organic and locally sourced ingredients.  More than likely those ingredients are going to force you into a higher price point, and when your customers see this they had better know exactly why.  Once they understand the quality of your ingredients (and taste the difference), they’ll accept your higher price point.

Take full advantage of better quality.
Better ingredients means a higher price, but it should also mean a much better taste.  Now is your opportunity to get really creative with your dishes and make sure your organic ingredients really shine. A great way to do this is to create dishes and recipes around a centerpiece organic ingredient.  For instance, if you’re sourcing organic chicken from a local farm, say so on the menu first, then create a dish that perfectly compliments that chicken breast and makes it the centerpiece of the entrée.

Give customers the option. Especially when you’re first venturing into the world of organic ingredients, give customers the option between more traditional fare and your exciting new entrees.  You don’t want to alienate your regulars with more expensive (albeit much better) dishes.  Instead, entice them into tasting the difference with some well placed specials and then watch them convert to your new approach.

The success of Chipotle has proven that customers will buy into the concept of better food for a higher price.  Independent operators can really take advantage of the education pioneers like Chipotle have provided consumers in general to enhance their menu with ingredients that are better tasting, better for the environment, and still great for the bottom line.

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