Chipotle Moves Beyond The Burrito To Connect Consumers With New Experiences

The place some folks see chaos, others see alternative. It has been a defining attribute of profitable firms throughout the pandemic, throughout which shoppers have come to count on effectivity and comfort greater than ever. They've an lively want to have interaction with the related financial system, as applied sciences work collectively to combine disparate routines right into a seamless circulate. Within the restaurant house, Chipotle has been uniquely positioned to grab this chance, with its main cellular presence, its contextual digital advertising and marketing activations and its personalised loyalty packages participating right this moment’s ultra-online shoppers.

“We made investments early on in our tech stack particularly to make sure that we had been capable of create the precise entry for our shoppers to attach with our model,” Chipotle Chief Restaurant Officer Scott Boatwright advised Karen Webster in a current interview, as a part of PYMNTS’ ConnectedEconomy™ sequence. “... I let you know, we took inspiration away from Uber on ease of use, after which stole inspiration from Nike round customization to essentially create what I consider to be a best-in-class app expertise.”

The numbers definitely assist Boatwright’s declare — by the tip of 2020’s fourth quarter, the restaurant chain’s digital gross sales had grown 177.2 p.c yr over yr, and loyalty membership had greater than doubled over the yr, rising by 10 million to succeed in 19.5 million enrolled members.

Designing Round Shoppers’ Evolving Wants

“The model began as this quick informal idea, conventional in-line or in-cap restaurant mannequin,” defined Boatwright,

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