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How 2021 shaped Chipotle’s digital journey

The chain’s chief restaurant officer recounts last year’s success — and shares what to expect in 2022.

 

Chipotle has been on a tear the past five years, reclaiming its position as fast casual standard bearer. And in 2021 in particular, the Mexican concept thrived, opening more than 200 locations.

Last year’s success included the further development of its Chipotlane drive thru, the introduction of a digital-order-only prototype and an enhanced loyalty program. Recent menu innovation has included the national roll out of plant-based chorizo and a new chicken item, pollo asado.

Part of the reason for Chipotle’s success is Scott Boatwright, the chain’s chief restaurant officer. In this episode of Take-Away with Sam Oches, Boatwright discusses Chipotle’s 2021 success and takes a look at what’s in store for 2022.

In this conversation, you’ll find out why: 

  • Your dine-in guest and your off-premises guest are probably looking for two wholly different experiences
  • Off-premises guests are seeking an experience more in alignment with traditional QSR
  • As you seek to improve your guest experience, you should watch how your customers engage with your brand and ask them about the experience
  • Ghost kitchens can be a smart way to relieve pressure off your busy restaurants in a particular trade area
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