Pilot includes 29 restaurants in California with plans to roll out nationally later this year
Chipotle Mexican Grill recently announced it is testing Chipotle Carside at 29 restaurants in California. For the first time, fans can get Chipotle’s real food delivered right to their parked cars using the Chipotle app.
“As our digital business evolves, we are continuing to explore ways to remove friction and increase access to our real food,” said Curt Garner, Chief Technology Officer. “Chipotle Carside unlocks a new, highly convenient pick up experience for guests from our restaurants’ parking lots.”
The Rise of Digital
Since the pandemic began, one out of three new guests have tried Chipotle through digital ordering channels. In Q3 2020, Chipotle’s digital sales tripled year over year and accounted for 48.8% of sales for the quarter.
Earlier this month, Chipotle added its concierge chat bot, Pepper, to the Chipotle app to ensure that guests have an exceptional experience. App customers can now select from frequently asked questions or ask their own questions to get a response quickly.
New Access Points
Over the past year, Chipotle has rolled out a series of innovations to support the massive growth of its digital business, including:
- Its first Digital Kitchen: Located just outside of the gates to the military academy in Highland Falls, NY, the newest Chipotle restaurant design only services pickup and delivery orders.
- Chipotlanes, the brand’s drive-thru digital order pickup lanes, are expected to be included in the majority of new Chipotle restaurants opening this year.
- Messenger Ordering: Customers can order on Facebook Messenger by visiting facebook.com/chipotle or the Chipotle page on the Facebook app and selecting the “Message Us” option.
- Group Ordering: For individuals dining with family or close friends, they can utilize Chipotle’s Group Ordering feature by simply selecting ‘start a group order’ on the Chipotle app or Chipotle.com. Group Ordering allows multiple people to participate in the ordering process simultaneously.
- Unlimited Customization: The Unlimited Customization feature in the Chipotle app allows fans to make any ingredient light, standard or extra, replicating the in-restaurant ordering experience digitally.
