Chipotle Mexican Grill has rolled out a series of innovations to its digital platform, including an app for Canadian customers and a chatbot for Facebook users
“We’re always working to enhance and optimize our digital capabilities and provide guests with a seamless ordering experience,” Curt Garner, chief technology officer, said in a company press release. “It is critical that we meet customers where they are spending time online and give guests ordering options that best fit their needs.”
Guests in Canada may order via Chipotle.ca or the Chipotle app, as well as through DoorDash and Uber Eats.
“Investing in our digital ecosystem in Canada will enhance the guest experience and position us well for future growth,” Anat Davidzon, Chipotle’s managing director in Canada, said in the release.
The chain is also introducing a series of enhancements to its mobile ordering capabilities including Pepper, its Concierge Bot on Facebook Messenger. Beginning June 22, customers can order on Messenger by visiting Facebook.com/chipotle or the Chipotle page on the Facebook app and selecting the “Message Us” option. Pepper will ask for the customer’s location to find the closest Chipotle restaurant. Next, the customer will be guided through the ordering experience, which mirrors the in-restaurant process, allowing guests to customize meals with light, standard or extra ingredient quantities and sides. Customers also have the option to use natural language to simply describe their order to Pepper.
Finally, a payment option can be selected, and new customers can create an account or checkout as a guest while existing customers can log in to their Chipotle Rewards (US-only) account to access saved payment info and redeem rewards. Orders will be created for mobile pickup or delivery, which are customized via the brand’s Digital Kitchens, dedicated ingredient stations operated by special teams in nearly all Chipotle locations. Digital orders feature tamper-evident packaging seals to help ensure food is secure upon pick-up in-restaurant or delivery, according to the release.
Customers may also use a group ordering feature by simply selecting “start a group order” on Chipotle.com. They can then share a group order link, which allows multiple people to participate in the ordering process simultaneously. The checkout is handled by the host, and everyone can track the order via Chipotle.com.
The chain is also leveraging the Chipotle app and Chipotle.com as a donation platform to allow others to give back. Using a new technology feature, guests can round up their bill to the next highest dollar amount at checkout to donate to organizations advocating against issues like systemic racism and inequality, beginning with the National Urban League in June.
Chipotle has over 2,600 restaurants in the United States, Canada, the United Kingdom, France and Germany.