Considering the way mobile technology has changed the way consumers order food, restaurants are introducing an array of innovative, convenient food pickup solutions. Chipotle Mexican Grill, which is frequented by Millennial and Gen Z consumers, implemented pickup shelves for digital orders at hundreds of its fast-casual restaurants.
As well as introducing these pickup shelves, Chipotle is testing drive-up windows for digital orders at several of its restaurant locations.
To better keep up with the way many of its consumers prefer to order, Chipotle introduced a second make-line that is entirely dedicated to putting together digital orders. While this system is already in place across almost 750 restaurants, it is set to become the norm across all Chipotle locations as of the end of next year.
Food Order Pickup Shelves
Chipotle Implemented Food Pickup Shelves Expressly for Digital Orders
Trend Themes
1. Innovative Food Pickup Solutions - The introduction of pickup shelves and drive-up windows for digital orders at restaurants like Chipotle cater to the changing preferences of mobile technology-enabled consumers.
2. Dedicated Make-line for Digital Orders - Chipotle's implementation of a second make-line solely for digital orders showcases the need for more efficient order fulfillment processes in the fast-casual industry.
3. Expanding Digital Ordering Norm - The plan to make the dedicated make-line and pickup shelves the norm across all Chipotle locations highlights the growing trend towards digital order fulfillment in the restaurant industry.
Industry Implications
1. Fast-casual Restaurants - Fast-casual restaurants like Chipotle can capitalize on the trend by implementing innovative food pickup solutions to enhance convenience and customer experience.
2. Mobile Technology - The rise in mobile ordering and delivery services creates opportunities for tech companies to develop innovative solutions that cater to the changing lifestyle and preferences of consumers.
3. Order Fulfillment Services - The need for efficient order fulfillment processes presents opportunities for fulfillment service providers to develop specialized systems and technologies for food pickup and delivery.