Chipotle Mexican Grill is a chain of fast food stores based in the United States. The company was founded in 1993 and is headquartered in Denver, Colorado, United States of America (Chipotle.com, 2018). However, this fast food chain is not just a local shop, it is present in the United States, but also in Canada, the United Kingdom, Germany and France. Since it was started, Chipotle has seen a steady increase in revenue and steady growth in its size, so much so that it has only been able to expand from the United States to other countries globally. The reason for its success can be attributed to its strategic management and marketing strategy which has allowed it to stay ahead of its rivals. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Chipotle's strategy is based on its business objectives which involve the continuous expansion and growth of the company. Its main strategy is what they consider a differentiated strategy: having unique brands, foods and services compared to its competitors. Other strategies consist of having a unique food menu, with meals desired by the consumer and which are healthy and natural (Prentice, 2016). Along with the strategy of using natural ingredients for its products, it also has a strategy of using a production line within its restaurants so as to provide quick services even during peak hours. Chipotle's competitive advantage is based on the unique meals it serves to its customers. It is a competitive advantage because its rivals cannot imitate the company's meals without looking like a copycat and also because it offers foods prepared with natural ingredients and this attracts customers because it promotes healthy eating (Blokhin, 2016). Chipotle can sustain its competitive advantage because it has ensured that it cannot be imitated by competitors. Please note: this is just an example. Get a custom paper from our expert writers now. Get Custom Essay I don't think Chipotle should diversify its type of cuisines to other types like Asian cuisines and Italian cuisines. This is because these cuisines are already common in the market and are offered by many food vendors and restaurant chains (Prentice, 2016). It is because Chipotle only markets cuisines with natural ingredients that it has been able to grow and maintain its competitive advantage.