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At MURTEC Learn the Story Behind Chipotle’s Digital Transformation


Very few brands have a digital presence and fan base that rivals Chipotle Mexican Grill.

From delivery times that rival pizza to mobile-only drive through pick windows called Chipotlanes, Chipotle Mexican Grill is crushing digital strategy as the brand’s digital revenue has passed the $1 billion mark, almost 20% of overall sales. To reveal what it takes to become a leader during this time of rapid innovation, Chipotle’s VP of Digital Strategy & Product Management, Nicole West will share with MURTEC attendees how Chipotle is fostering opportunities for both guests and employees to participate in the digital brand and the importance of systems that offer consistent, exceptional user experiences. This not-to-be missed general session is Tuesday, March 10.

A quick search pf "Chipotle" in Hospitality Technology’s archives reveals a list of stories that reads like an innovation checklist:



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1. Make the brand more visible and loved.

2. Create innovations utilizing a stage gate process. 

3. Leverage digital make line to expand access and convenience.

4. Engage with customers through loyalty program.

5. Run successful restaurants with a strong culture that provides great food, hospitality, throughput and economics.

The 25th anniversary of MURTEC is March 9-11 in Las Vegas at The Paris. Yes, it is less than two weeks away, and but it is not too late to make your plans to attend this not-to-be missed educational and networking conference.

Need more reasons why you should attend?  Here are 25!

Want to know more about MURTEC? The full agenda is online at  Register now! 



Celebrating its 25th year, MURTEC has become the "Gold Standard" event for education and networking in the restaurant technology industry. The 2020 event will take place March 9-11, at the Paris Las Vegas Hotel & Casino. Hosting 700+ restaurant technology executives and solution providers, MURTEC has grown every year to expand on all fronts more technology, more education, more networking all while still maintaining an exclusivity and intimacy that fosters invaluable peer-to-peer idea-sharing. The 2020 schedule will still feature popular standbys including: the annual golf outing and MURTEC University sessions. MURTEC also hosts the presentation of the Top Women Restaurant Technology Awards recognizing a diverse array of women in the foodservice technology industry, from restaurants and technology suppliers. To register or learn more about MURTEC, follow this link:

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