Embracing innovations, Chipotle
has opened its first digital-only store. This decision follows an increase in
online demands. The outlet does not have a dining room or ordering line.
The design of the shop is nothing like a traditional one.
When visiting it, customers have to order in advance. This can be done via the
firm’s mobile app, its website or
third-party delivery platforms. This sort of outlet is appropriate for urban
areas. In these regions, real-estate is very expensive and having a full-size
restaurant can be a difficult. Moreover, Chipotle’s digital-only store is
perfect for large catering orders. These will have their own entry and lobby
for pick-up.
The coronavirus has resulted in a change in consumer habits and
an increase in online shopping and ordering. As such, Chipotle has been trying
to adapt to the situation and to optimise the experience as much as possible.
The firm revealed that its e-sales more than tripled in the third quarter of
this year. Its CEO said that by the end of 2020, total digital orders
could exceed $2.5 billion, more than double of the numbers recorded in 2019.
Chipotle is not the only fast-food company introducing new
features. For instance, Burger
King and Shake Shack plan to add drive-through lanes reserved for
delivery drivers and online orders.
Chipotle has a new type of store © Royalty-free image
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