Chipotle to Redesign Its Mobile Apps, Transform Mobile Customer Experience
Deloitte announced that Chipotle Mexican Grill has selected Deloitte Digital to help transform its mobile customer experience. Deloitte Digital, the creative digital consultancy within Deloitte Consulting LLP, will redesign Chipotle's iOS and Android ordering apps as part of Chipotle's focus on digital ordering and enhancing the customer experience. Chipotle plans to launch the new apps in the fall of 2017, with additional channels by the end of the year.
"We're always looking to give our customers easier, more convenient ways to order and enjoy Chipotle food and a great mobile ordering experience is right in line with that goal," said Curt Garner, chief digital and information officer at Chipotle. "Deloitte Digital brings the data, insights and technology needed to help us grow our digital channels and meet our customers where they are with the same fast, friendly ordering experience they get in our restaurants."
According to Deloitte, when technology is used to place an order with a quick service restaurant, average spend increases 20 percent per visit, and the frequency of visits to that restaurant increases by 6 percent. The new mobile apps will better reflect Chipotle's brand while improving overall business performance and reducing friction in the ordering process, including easier customization of meals, identification of nearby store locations and calculating pickup times. The redesigned mobile experience will also include enhanced payment options including Apple and Android pay.
This enhanced mobile customer experience is part of a greater initiative that Chipotle is investing in to help drive growth in the digital channel, along with a previously- announced redesign of the ordering website, online catering, additional out-of-store payment options, "Smarter Pickup Times," and an integrated marketing campaign.