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Chipotle and McDonald's are two separate types of restaurants that provide people with the option of receiving food conveniently. When comparing each of these brands, they have their positions within the marketplace. McDonald's position within the marketplace is that they are focused on providing fast-food and drinks with a decreased wait time and at a lower cost. For example, an individual can purchase a hamburger and a soda at an affordable cost under 10 minutes of waiting in the drive-thru. The targeted audience for McDonald's marketing team includes families, business customers, teenagers, and young children. On the positioning matrix, McDonald's would be under the cell of marketing low price, low quality, widely available, heavy promotions. "If a company promotes broadly and heavily, they're probably looking to move a lot of merchandise, so it would be smart to make the goods widely available (Iacobucci, 2018). Chipotle's position within the marketplace is that they care more about healthy food and customers. For example, Chipotle is interested in how the food is developed from its business partners, healthy eating, and the wellbeing of its customers. The Chipotle Mexican Grill's targeted customers are college students and younger millennials. One the positioning matrix, Chipotle is under the cell of high price, high quality, exclusive availability, light promotions.

Both McDonald's and Chipotle would not see each other as a competitive threat. One reason is that McDonald's is a fast-food restaurant and Chipotle is considered a fast-casual restaurant. Second, Chipotle is a Mexican Grill and McDonald's service Hamburgers and a variety of American food. McDonald's competitors are Burger King, Subway, Wendy's, and Tim Hortons. Chipotle's competitors are Taco Bell, Panera Bread, Qdoba, and Del Taco.

To increase the profitability for each of these businesses a strategic positioning can be implemented. First, McDonald's and Chipotle would be able to increase their profits by doing different activities than their competitors. Second, to generate new revenue these companies can research a new location was the market size is bigger and the companies have room to grow within the geographic area. Third, choosing appropriate market segments will increase profits. Lastly, McDonald's and Chipotle would profit by overcoming their weaknesses and improve on their strengths.