Will other companies follow Chipotle’s anti-GMO lead?

Chipotle’s anti-GMO (genetically modified organism) mission coincided with a 30% jump in fourth quarter profits, and adaptable restaurant chains may soon try to cash in on the positive public response to going GMO-free.

What separates the anti-GMO move by Chipotle from a similar move by any other restaurant chain is authenticity. Chipotle understands and has always marketed toward the more ‘food-conscious’ consumers that want to know the origins of the food they ingest. The Chipotle menu has always had a small list of ingredients when compared with traditional fast-food restaurants, and the company has always emphasized the local sourcing of these ingredients and seeks organic ingredients whenever feasible.McDonald’s could make a pledge to use only hormone-free beef in all Big Macs, but such a move is not consistent with the rest of the already-established brand and would do little to attract consumers seeking sustainable foods.

Chipotle has seen impressive growth in same-store sales since vowing to go GMO-free almost a year ago, though the growth cannot be entirely attributed to consumers seeking to remove GMOs from their diet. With a constantly growing number of new store openings (nearly 200 are planned for 2014) and quickly increasing advertising expenses, tracing the portion of increased profits attributable to GMO-labeling and reduction of GMOs in their foods is difficult to say the least. Perhaps a better indicator of how the public is willing to buy into the GMO-free market is tracking how a well-established, slower-growing brand like Cheerios is able to profit from announced plans to go GMO-free.

Read the full original article: Who Will Follow Chipotle’s Anti-GMO Lead?

ADVERTISEMENT
Outbreak Daily Digest
Biotech Facts & Fallacies
GLP Podcasts
Infographic: Here’s where GM crops are grown around the world today

Infographic: Here’s where GM crops are grown around the world today

Do you know where biotech crops are grown in the world? This updated ISAAA infographics show where biotech crops were ...
News on human & agricultural genetics and biotechnology delivered to your inbox.
glp menu logo outlined

Newsletter Subscription

* indicates required
Email Lists
Send this to a friend