Before arguing whether Chipotle is a socially responsible organization, it is necessary to define social responsibility. Social responsibility can be addressed as an active behavior of an organization, aimed to benefit a society (Neck, Lattimer& Houghton 154). In this regard, it is particularly important that the organization goes beyond the norms, provided by the industry, in order to prevent and counter social issues (Neck, Lattimer& Houghton 155). In addition to a proactive approach, an organization can also choose between accommodative, defensive and reactive approaches (Neck, Lattimer& Houghton 156). However, particularly proactive approach, taken by an organization, allows stating that it is socially responsible. Chipotle is a socially responsible organization, because it actively responds to a range of societal challenges, dealing with healthy and ethics-friendly nutrition and sustainability. To counter these issues Chiplotle developed a special marketing campaign and information materials, launched a sustainable food festival and got engaged into the philanthropic activities. At the same time, it is important to understand that the social responsibility of Chipotle is a part to its positioning as the farm-friendly sustainable business. Thus, it is evidently impossible to classify Chipotle as an example of social investing or social entrepreneurship. However, the activities of Chipotle can be viewed as a reflection of a proactive approach to societal issues. Thus, the company is a social responsible one.
Several arguments can be used to justify the availability of high-calorie, high-fat items at Chipotle fast casual restaurants from the viewpoint of social responsibility. First of all, social responsibility is defined as taking a proactive approach in order to benefit a society. However, a company may be proactive in countering social issues by different means, not necessarily becoming fully dedicated to healthy menu. Naturally, a fast casual restaurant shall have at least some healthy food options (e.g., salads, low-fat fish, fruit etc.). Nevertheless, it can still be proactive in preventing and countering overweight, obesity and related cardiovascular diseases by means, different from a total reconsideration of its menu. For instance, Chipotle also does so by launching health awareness campaigns and conducting sustainable food events. In this regard, it is crucial to remember that each person shall have a choice, whether he/she wants to switch to healthy food. Limiting the menu to healthy food items, an organization limits the choice, available to a customer, and can lose them. Furthermore, if an individual does not have any disposition to overweight, obesity or cardiovascular diseases, he/she may even need high-fat food sometimes. In view of the above, it is acceptable for Chipotle to have high-fat food in the menu, provided that it has healthy food items and conducts activities, aimed to prevent and counter societal issues.
Chipotle already does a lot to promote healthy lifestyle. However, there are several other ways to do it even more effectively. First of all, Chipotle can launch low-cost culinary classes, where visitors will learn to prepare healthy and sustainable food. Special sessions for children and adolescents can be a good idea. Secondly, it can also establish and disseminate a special journal, dedicated to healthy and sustainable nutrition with a variety of recipes. Apart from healthy farm-friendly nutrition, sports also play a crucial role in securing individuals’ health. Therefore, Chipotle can either become an official sponsor of some local or regional sports events or launch its own competitions. A combination of multiple tools and events can help Chipotle preserve its image of a sustainable restaurant.
Works cited
Neck, C.P., Lattimer, C.L., Houghton, J.D. Management. London: John Wiley and Sons, 2013. Print.
