The article in the url below profiles a fast-food company that is edging towards sustainability and profiting as a result (Issues: Environmental Sustainability, p171; Special Cases of CSR: Fast-food Industry, p283):
“Good food wrapped in a socially responsible message has created legions of Chipotle fans -- and a superhot business. … by year's end, it will have 840 stores and top $1 billion in annual sales.”
In spite of the firm’s questionable parentage (the chain was bought by McDonald’s in 1998, but is independent again now), Chipotle is claiming a market niche for itself by focusing on high quality products:
“The chain now serves only rBGH-free dairy products, and all of its pork meets its standards for hormone- and antibiotic-free, humanely raised meat, as does 80% of its chicken and 50% of its beef. That makes Chipotle the largest restaurant buyer of humanely raised meat.”
Chipotle’s founder and CEO, Steve Ells, is committed to the humane treatment of animals throughout the food industry as a means of enhancing the “dining experience” for consumers:
“Ells's vision -- "We want to influence the supply chain in the United States," he says -- comes at a cost. … Chipotle has to pay a premium for Ells's passion, and so do his customers (the average burrito is now $6 to $7).”
Chipotle’s success is being noted by the competition:
“Burger King and Wendy's, the No. 2 and No. 5 U.S. chains, respectively, recently began to explore humane-pork options.”
Take care
Dave
Bill Werther & David Chandler
Strategic Corporate Social Responsibility
© Sage Publications, 2006
http://www.sagepub.com/Werther
Ode To A Burrito
It's a dilemma for investors who want hefty returns and a clean green conscience: Can you own Big Oil and still feel good in the morning?
Fast Company Magazine
From: Issue 124 | April 2008 | Pages 54-56 | By: Arianne Cohen
http://www.fastcompany.com/magazine/124/ode-to-a-burrito.html
