To bolster the success of its billion-dollar digital business, Chipotle is testing a new restaurant design in four locations with types that include an urban storefront, a standalone restaurant with a Chipotlane and an endcap unit with a Chipotlane—a modernized drive-thru lane.
In urban areas, pick-up portals and walk-up windows have the potential to make it easier for people passing by to quickly and conveniently grab a meal or a snack on the run. Within the restaurants, Chipotle is also testing designs that emphasize transparency with arrangements that offer sightlines into the kitchen where fresh food is prepared.
Based on the performance and feedback received on these designs, Chipotle may choose to introduce the innovations nationally.
Image Credit: Chipotle Mexican Grill