Chipotle has been going through a digital brand transformation and is starting to see results.
Following a few rough quarters for the restaurant chain, Chipotle has started seeing a payoff from its digital app efforts. Digital ordering has driven up brand sales and led to many restaurants installing pick-up shelves for customers to quickly come in and grab their online orders. Online ordering is becoming so commonplace for the brand that 2,000 restaurants now have “second lines” for workers to assemble only online orders, while another assembly line handles in-person orders. Chipotle tells customers point accruement is greater on its app, according to a Gartner L2 report on the topic, encouraging many customers to place orders on the app to rack up rewards.
Chipotle’s app marketing methods can also be found on a digital and global scale. For example, the burrito brand released video challenges on TikTok including the “Guacamole Dance Challenge”, which has close to one billion views. When the U.S. women’s soccer team won the World Cup, Chipotle promoted a few players’ special orders and offered free delivery to celebrate the victory.
Chipotle hit six million members within six months of launching its digital rewards program. The brand’s diligence in connecting with its customers online has helped in resurrecting its reputation and could provide an outline to any other brands looking to make a digital comeback.