Chipotle Mexican Grill revealed a series of innovations to its digital platform to increase access and convenience for guests, including the introduction of the Chipotle app in Canada. Now guests in Canada can order their favorite Chipotle meals via Chipotle.ca or the Chipotle app, as well as through DoorDash and Uber Eats.
Pepper, The Concierge Bot
Chipotle is also introducing a series of enhancements to its mobile ordering capabilities including Pepper, its Concierge Bot on Facebook Messenger. Beginning June 22, customers can order on Messenger by visiting Facebook.com/chipotle or the Chipotle page on the Facebook app and selecting the "Message Us" option. Pepper will ask for the customer's location to find the closest Chipotle restaurant. Next, the customer will be guided through the ordering experience, which mirrors the in-restaurant process, allowing guests to completely customize meals with light, standard or extra ingredient quantities and sides.
Customers also have the option to use natural language to simply describe their order to Pepper. Finally, a payment option can be selected, and new customers can create an account or checkout as a guest, while existing customers can login to their Chipotle Rewards (US-only) account to access saved payment info and redeem rewards. Orders will be created for mobile pickup or delivery, which are customized via the brand's Digital Kitchens, dedicated ingredient stations operated by special teams in nearly all Chipotle locations. Digital orders feature tamper evident packaging seals to help ensure food is secure upon pick-up in-restaurant or delivery.
"We're always working to enhance and optimize our digital capabilities and provide guests with a seamless ordering experience," said Curt Garner, Chief Technology Officer, Chipotle. "It is critical that we meet customers where they are spending time online and give guests ordering options that best fit their needs."
HT's Top Women in Restaurant Technology Awards, sponsored by Tillster, recognized Chipotle's VP of Digital Strategy and Product Nicole West at MURTEC. Her tenure at Chipotle and leadership has driven some of the company’s most innovative and exciting initiatives including: launching Chipotle’s award-winning app and website, and the addition of digital make lines at most all restaurants.
For individuals dining with family, friends, or coworkers, they can now utilize Chipotle's group ordering feature by simply selecting 'start a group order' on Chipotle.com. Customers will then be able to share a group order link, which allows multiple people to participate in the ordering process simultaneously. The checkout is handled by the host, and everyone can track the order via Chipotle.com.
Chipotle is leveraging the Chipotle app and Chipotle.com as a donation platform to allow others to give back. Using a new technology feature, guests can round up their bill to the next highest dollar amount at checkout to donate to organizations advocating against issues like systemic racism and inequality, beginning with the National Urban League in June.
Chipotle has over 2,600 restaurants in the United States, Canada, the United Kingdom, France and Germany.