Chipotle Testing Stores Designed to Better Serve Digital Orders
Chipotle Mexican Grill is testing a new restaurant design, which the company says is intended to better support its $1 billion digital business.
It says the design will be tested in four new restaurants of the following types: an urban store front, a standalone restaurant with a Chipotlane, its name for digital pickup order-only lines, and an endcap unit with a Chipotlane, in Chicago, Cincinnati, and two locations in Phoenix.
The company stresses that it’s familiar open kitchen views and seating that provide direct lines of sight into the kitchen will remain. Also, bottled beverages will be more accessible with a customer-facing reach in cooler built into the serving line.
The new restaurant design will be also deployed in two retrofits in Newport Beach and San Diego. As part of its stage gate process, Chipotle will assess the performance of each restaurant for transactions, guest feedback, and ability to incorporate future menu innovations, among other metrics, before determining which design will roll out nationally.
The company says that the increased digital order revenue has sparked new in-restaurant features will help increase convenience for customers and delivery drivers alike. Walk-up windows and premium placement for digital built in pick-up portals will allow customers to receive their food more efficiently than ever.
"By better suiting our restaurants to accommodate the digital business, we're able to finalize orders more effectively and provide a better overall experience for our guests," said Curt Garner, Chief Technology Officer.
"While we are staying true to Chipotle's heritage, we are also excited to integrate new, innovative physical features into the restaurant that complement our growing digital business," said Tabassum Zalotrawala, Chief Development Officer of Chipotle. "Our eco-friendly, natural aesthetic and locally sourced approach to this design builds on our strong brand values and mission of cultivating a better world."