Chipotle Turns to More Sophisticated Systems For Taking Orders

Chipotle has announced its plans to use an automated system to take orders from customers calling in, according to Nation’s Restaurant News.

Rather than have an actual human taking orders, restaurants such as Denny’s, Dunkin’, Domino’s Pizza and now Chipotle are enabling “bot and voice-enabled ordering,” the article said. The nameless female voice behind the auto-bot will greet the customer and take their order.

“Her responses extend beyond standard dispassionate bot programming,” said Nicole West, vice president of digital strategy and product at Chipotle, according to the article. The auto-bot “actively listens and makes suggestions when she thinks a customer might have omitted a topping on a bowl or burrito,” the article said. 

West explained that this new futuristic addition to the restaurant isn’t a labor reduction move. This new system is about “convenience for our customers,” West said. Another benefit that West spoke to was that, by automating phone orders, employees won’t be on the phone as much and can be more attentive to in-store customers.

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