Brand Strategist
Chipotle is going digital.
Chipotle's revenue from delivery and order-ahead in-store pickup has doubled since 2019 (36%).
Now they're adding drive thru: four out of every five new restaurants have "Chipotlanes,"
which save employees time and earn higher margins than the make-line.
But as the Chipotle experience becomes less tied to in-store ordering and dining, the brand becomes more like a Taco Bell than other assembly line QSRs.
The Ask
BYO-assembly line and open kitchen made the Chipotle dine-in experience unique.
How might Chipotle grow drive-thru sales without sacrificing what makes them special?
Finding a Way In
I drove 40 minutes to the nearest Chipotlane. It was fast, but it felt weird to go to a physical location and not get any added value.
It was a less personal experience, and they forgot the fajitas, which I wouldn't have let happen in the assembly line.
But what does the typical drive-thru experience have that delivery or dine-in might not?
Digital-exclusive menu items do well.
Digital-exclusive menu items have boosted digital sales before (i.e., TikTok-inspired fajita quesadilla hack).
Especially when they're customizable. This makes the digital experience feel more special.
Opportunity
Introduce a signature Chipotle drink, available exclusively for drive-thru orders, that brings more Chipotle into customers' cars and homes.
Shoppers are 35% more likely to order a beverage when ordering in a drive thru than when ordering delivery to their home, especially if it's seasonal complements the brand identity.
Execution Personalizable Virgin Margarita
Launch
Cinco de Mayo–just in time for summer.
Monitoring Success
Increases in same-store Chipotlane traffic, social media engagement, and average basket size.
Flavors
Chipotle patrons overindex 162% for margaritas (Simmons).
Ingredient Sourcing
Chipotle has a partnership with Tractor Beverages for natural drink flavoring. Plus, Chipotle used to sell margaritas, but stopped to save on liquor licenses.