Background
Chipotle had already invested in online ordering, a dedicated kitchen line for digital orders and a rewards program. When customers moved online almost overnight in 2020, it was ready.
The challenge
Restaurants needed to handle a sudden surge of online and delivery orders without slowing down service or losing quality.
What they built
- Invested in its own ordering app and website
- Prepared digital orders on a separate kitchen line so they don't slow down walk-in customers
- Partnered with delivery services while driving customers to its own app
- Opened "Chipotlanes": drive-through lanes just for picking up digital orders
- Used its rewards program to bring customers back
The results
In 2020, digital sales grew 174.1% to $2.8 billion and made up 46.2% of sales. Of the 161 restaurants Chipotle opened that year, 100 included a Chipotlane, giving it 170 by year-end.
Sources
Public examples compiled from company reports, with sources on each page. Vozile is not affiliated with these companies and did not work on these projects. Trademarks belong to their owners.
