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Chipotle to open its first digital-only restaurant as on-line orders soar

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A buyer carrying a protecting masks enters a Chipotle Mexican Grill Inc. restaurant in San Francisco, California. .

David Paul Morris | Bloomberg | Getty Images

Chipotle Mexican Grill on Saturday will open first digital-only restaurant.

Unlike a standard Chipotle location, it is not going to embody a eating room or a line for ordering. Customers need to order prematurely on Chipotle’s app, web site or third-party supply platforms.

The new restaurant design is supposed for city areas, the place actual property is dearer and a full-size restaurant is not doable, however the first location will open in Highland Falls, New York, simply outdoors of the gates of West Point.

The design will even have the ability to accommodate massive catering orders, which may have their very own entry and foyer for pick-up.

The coronavirus pandemic has accelerated clients’ shift to ordering on-line, pushing Chipotle to attempt to optimize the expertise as a lot as doable. In the third quarter, the corporate reported that digital gross sales greater than tripled. CEO Brian Niccol mentioned complete digital orders may exceed $2.5 billion this yr, greater than double final yr’s complete.

The disaster and its shock to the restaurant trade has additionally pushed different firms to rethink their designs. Burger King and Shake Shack are among the many eating places that plan so as to add drive-thru lanes reserved for supply drivers or on-line orders. Starbucks is now planning to construct extra cell pickup cafes this yr and in 2021 than it beforehand thought. 

Shares of Chipotle, which has a market worth of $34.eight billion, have risen 67% this yr. The inventory rose 4% in morning buying and selling.



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