Fast-casual chain steps up its mobile experience
Chipotle Mexican Grill is making a move to retain existing customers and attract new ones.
The fast-casual chain is partnering with Deloitte Digital to transform its mobile customer experience. The creative digital consultancy within Deloitte Consulting LLP, will redesign Chipotle's iOS and Android ordering apps, a move that will improve digital ordering and enhance the customer experience. The new apps will launch in the fall, with additional channels following by the end of the year.
The new mobile apps are designed to better reflect Chipotle's brand, while improving overall business performance and reducing friction in the ordering process. Functionality includes 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, according to Chipotle.
Advanced mobile payment functionality will benefit the chain in the long run. When customers use technology to place an order with a quick service restaurant, average spend increases 20% per visit, and the frequency of visits to that restaurant increases by 6%, according to data from Deloitte.
"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."
This enhanced mobile customer experience is part of a greater initiative that Chipotle is investing in to help drive growth in the digital channel. For example, the company previously announced that it is redesigning ordering website, online catering, additional out-of-store payment options, "Smarter Pickup Times," and an integrated marketing campaign.
All of these initiatives coincide with the chain’s efforts to lure customers back to its restaurants following a chain of events that took a toll on the brand’s reputation and sales. These include a data breach this past spring, as well as a wave of food safety incidents in 2015.
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