Chipotle is embarking on a massive redesign of its stores, with more focus on mobile ordering.
Chipotle is getting into the digital ordering universe. Yes, I know that sounds as exciting as a pen hitting the ground, but this is a huge deal for the popular fast-casual chain. According to CNBC, Chipotle will embark on a massive redesign of its restaurants, all of which will have more focus on the eater that’s “on-the-go.”
If you don’t know what I’m referring to, it’s the mobile order. The new store design will feature walk-up windows, perfect for those who order and pay for their burritos in advance. Inside, the newly redesigned Chipotle will have new seating arrangements, which, again, may not seem all that exciting on the surface, but is a big deal for the chain.
Check out the tweet below that summarizes how we feel about this coming change:
The Chief Development Officer Tabassum Zalotrawala told CNBC that while the changes will represent a new dynamic lane for the chain, the “heritage” of Chipotle won’t change.
To be honest, I didn’t know Chipotle had “heritage,” but that’s a story for another day. The new prototype Chipotle will be rolled out first in four cities — Chicago, Cincinnati, Phoenix, Newport Beach, CA and San Diego — and will include both standalone spots and “urban” storefronts.
The redesigned stores will all contain “Chipotlanes,” a drive-thru for all of the chain’s digital orders. The news of the store redesign is just another notch in Chipotle’s three-year journey to change the way the chain delivers food to its customers.
The restaurant is mainly a hit with the younger, millennial crowd, who is more tech-focused. So it was to their advantage that they change their operations to fit its core base, focusing more on mobile ordering instead of ordering over-the-counter.
These changes have resulted in a boon for the casual restaurant in terms of sales, with shares of the company up 91% this year.