In The Wake Of Its Digital Takeover, Chipotle Tests New Restaurant Design

Chipotle has certainly immersed itself in the world of advanced digital technology. The quick-serve chain is continuously updating its services to better assist consumers like third-party delivery partnerships, pick-up cubbies and self-ordering kiosks. 

It didn't stop there— a few months ago, Chipotle launched “Chipotlanes”, a series of express windows that allow consumers to order ahead of time and pick up their orders at a specified time. The move boded well for the brand as it saw an increase of 87.9% in digital sales, marking almost $257 million, just from building 20 Chipotlanes. 

Because the Chipotlanes have seen such rapid success, Chipotle announced it’s going to test even more new features, including a new restaurant design, all aimed toward growing the digital business, according to CNBC. 

The test features will include walk-up windows, new seating arrangements and more built-in shelves for pick-up orders. Additionally, Chipotle is going to test a variety of new types of restaurants including an urban storefront and a standalone location just for Chipotlanes. 

The brand will be rolling out the new test features in the following United States markets: Chicago, Cincinnati, Phoenix, Newport Beach and San Diego, according to CNBC. 

“While we are staying true to Chipotle’s heritage, we are also excited to integrate new, innovative physical features into the restaurant that complement our growing digital business,” said Tabassum Zalotrawala, Chipotle’s chief development officer, in a statement to CNBC. 

As of right now, Chipotle is on track close to out 2019 with $1 billion in sales. Not too shabby!

Read the full CNBC article here.