In a significant move to win over its digital customers, fast-casual giant Chipotle Mexican Grill has announced a comprehensive overhaul of its delivery service. The changes, which target the most common customer complaints, focus on improved packaging and a streamlined online ordering journey.
The centrepiece of the update is a new range of packaging designed to combat the sogginess and temperature issues that often plague delivered meals. The new bowls feature a redesigned lid with a specialised seal, aimed at keeping food hotter during transit. Crucially, the chain is also introducing separate, vented containers for its famous tortilla chips, ensuring they arrive crispy rather than steamed and soft.
Simplifying the Digital Experience
Beyond the physical packaging, Chipotle is addressing frustrations with its app and website. The company is rolling out a simplified online ordering process to reduce errors and make customising meals more intuitive. This digital refresh is a direct response to feedback from its heavily loyal customer base.
These strategic changes come as the restaurant industry continues to see a massive shift towards digital orders. For Chipotle, which has a significant portion of its sales generated through digital channels, perfecting the off-premise experience is not just an improvement—it's a business imperative.
The rollout of the new packaging and updated digital interface is already underway across the United States and will be implemented in all locations in the coming months.
