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Chipotle is going digital.

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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.

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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.

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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

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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.

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It was a less personal experience, and they forgot the fajitas, which I wouldn't have let happen in the assembly line.

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But what does the typical drive-thru experience have that delivery or dine-in might not?

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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.

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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.

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Execution                 Personalizable Virgin Margarita 

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Launch

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Cinco de Mayo–just in time for summer.

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Monitoring Success

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Increases in same-store Chipotlane traffic, social media engagement, and average basket size.

Flavors

 

Chipotle patrons overindex 162% for margaritas (Simmons). 

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Ingredient Sourcing

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Chipotle has a partnership with Tractor Beverages for natural drink flavoring. Plus, Chipotle used to sell margaritas, but stopped to save on liquor licenses.

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