Chipotle Use Case

We will now apply the framework and supporting process outlined in this paper to a real-world organization. We selected a public company so that we could use publicly available data to demonstrate the paper's concepts. The company that we selected was Chipotle Mexican Grill Inc.^{[citation 4]}

Step 1: Identify a Targeted Business Initiative

A Business Initiative is a cross-functional plan or program that is typically 9 to 12 months in duration, with well-defined financial or business metrics. One of the business initiatives highlighted in Chipotle's 2012 annual report was increasing same-store sales.

"Last year we opened 183 restaurants, grew our revenue by 20.3% to $2.73 billion, and saw comparable restaurant sales grow 7.1% for the year. Our restaurant-level margins were among the highest in the industry at 27.1%."

This goal of increasing same-store sales by 7% will be the business initiative upon which we will apply our data valuation...