Chipotle has been a part of the food culture in the US for quite a few years, and the company is now looking at ways to transform. According to the latest updates from the company, Chipotle is now testing a different design for its stores, and equipping the stores for the digital lifestyle is a big part of it. As a core part of this huge transformation plan, Chipotle would be opening up stores that have drive-thru lanes as well as pick-up locations on the front. These are expected to target travelers and those who want the convenience of food pick-up.
Chicago, Cincinatti and Phoenix would be seeing the new type of stores from Chipotle and these are expected to have all the features as a part of the new plan. In addition to this, the restaurant chain has also some plans to revamp some of the existing stores, located in Newport Beach and San Diego. Taking the stores forward to be equipped with the digital lifestyle of customers is one of the biggest plans in line. Inclusion of the digital make line is considered a noticeable addition to the deal.
Chipotle has not been hesitant in admitting that the company has not been really competent when it comes to the digital and tech side. In fact, Chipotle had renamed the ‘second make line’ to ‘digital make line.’ While the second make line was supposed to add some more products to the menu, the digital make line is focusing more on how to make Chipotle stores user-friendly at their core. The new store designs would be acting in a complementary manner so that the customers have better convenience while ordering online and even otherwise. Whether these plans would boost the reachability and profits of the company is another question — which could be answered in time.