Chipotle Announced That It Would Open Its First Digital Kitchen
Riley von Niessen — November 11, 2020 — Business
References: chipotle & fastcasual
In Highland Falls, New York, Chipotle Mexican Grill is set to launch its very first digital kitchen that will exclusively provide pick-up and delivery service.
The company's CTO Curt Garner spoke to the launch, stating "The Digital Kitchen incorporates innovative features that will complement our rapidly growing digital business while delivering a convenient and frictionless experience for our guests," and "With digital sales tripling year over year last quarter, consumers are demanding more digital access than ever before so we're constantly exploring new ways to enhance the experience for our guests."
As the digital kitchen will not include a dining area or service line, consumers will only be able to place their orders online through the Chipotle website or app.
Image Credit: Chipotle
The company's CTO Curt Garner spoke to the launch, stating "The Digital Kitchen incorporates innovative features that will complement our rapidly growing digital business while delivering a convenient and frictionless experience for our guests," and "With digital sales tripling year over year last quarter, consumers are demanding more digital access than ever before so we're constantly exploring new ways to enhance the experience for our guests."
As the digital kitchen will not include a dining area or service line, consumers will only be able to place their orders online through the Chipotle website or app.
Image Credit: Chipotle
Trend Themes
1. Virtual Kitchen - The rise of virtual kitchens presents an opportunity for restaurants to streamline operations and cater to the growing demand for online food ordering.
2. Digital Sales Growth - The surge in digital sales highlights the need for businesses to invest in digital platforms and strategies to meet consumer demand and enhance customer experience.
3. Frictionless Ordering - The focus on a convenient and hassle-free ordering experience opens up possibilities for businesses to develop innovative solutions like online ordering platforms and delivery services.
Industry Implications
1. Restaurant Industry - The restaurant industry can leverage virtual kitchens and digital sales growth to adapt to changing consumer preferences and improve operational efficiency.
2. Food Delivery Services - The expansion of virtual kitchens presents an opportunity for food delivery services to partner with restaurants and enhance their delivery offerings.
3. Digital Platforms - The increase in digital sales underscores the need for digital platform providers to offer user-friendly interfaces and seamless ordering experiences.
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