Chipotle Doubles Down On Digital Ordering
Digital ordering has taken off for
many QSRs and fast casual restaurants. Mobile order and pay customers spend
more and visit their favorite stores more frequently. So, it’s no surprise that
Chipotle is beefing up its kitchen capacity and delivery fulfillment process.
The Mexican themed eatery now has a
second kitchen in all of its stores that is dedicated to handling only mobile business.
This not only relieves the main serving line from becoming overloaded with too
many orders, but allows for special handling that includes a contactless
delivery feature and individual order tracking.
Advice for hungry customers—don’t
forget the extra guac.
A QSR article discusses more on this topic, which is excerpted below:
Chipotle announced Thursday that its second make line, which has been added to stores systemwide over the past couple of years, will now be called Chipotle Delivery Kitchen.
In addition to the new name, Chipotle said that it will offer free delivery March 15 through March 31 for orders of at least $10. It’s also offering a new delivery tracker so customers can follow their meal in real-time. Customers have the option of leaving special instruction for delivery drivers to limit contact. The chain’s deliveries feature a new, tamper evident packaging seal to help ensure food is untouched during delivery.
“Our Delivery Kitchen is like a Chipotle within a Chipotle, preparing real, fresh, personalized bowls and burritos solely for digital guests,” Chris Brandt, chief marketing officer. “Chipotle is the first brand to scale this concept nationally with over 2,500 restaurants featuring the unique set-up for digital orders, and our March Free Delivery offer is the perfect opportunity to experience the Delivery Kitchen.”
The second make line is intended to improve speed of service and handle the growth in off-premises orders. Delivery Kitchens are also responsible for monitoring Chipotlanes, the brand’s drive-thru lanes that allow customers to pick up mobile orders without leaving their cars.
Overview by Raymond Pucci, Director, Merchant Services at Mercator Advisory Group
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