Chipotle Mexican Grill, Inc. CMG announced Wednesday a new concept for the casual fast-food chain: digital-only ordering.
What Happened: Chipotle's new concept store will accept digital orders for pick-up and delivery only. The restaurant doesn't include a dining area or service line and all orders must be placed in advance through Chipotle.com, the Chipotle app or a third-party delivery platform.
Customers proceed to pick up their orders in a lobby that's designed to mimic the familiar sounds, smells and look of a Chipotle restaurant. A separate pickup area is reserved exclusively for large catering orders.
Related Link: Chipotle's CEO On Digital Business, Potential Price Hikes, Growth
Why It's Important: Chipotle's new concept comes at a time when consumers demand more digital features and access, Chipotle Chief Technology Officer Curt Garner said in the press release.
"The Digital Kitchen incorporates innovative features that will complement our rapidly growing digital business, while delivering a convenient and frictionless experience for our guests," the executive said.
Chipotle has introduced other innovative restaurant concepts over the past few months. In February, the company opened its first store with a walk-up window.
Drive-thru ordering ("Chipotlanes") and optimization has been another major area of focus prior to 2020.
What's Next: Chipotle's first digital-only restaurant will open Saturday just outside the gates of the West Point military academy near Highland Falls, New York.
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