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Chipotle does not need you to eat at its latest restaurant

On Saturday, the chain is opening its first-ever “digital-only” restaurant in Highland Falls, New York, close to the West Point army academy. Unlike the standard format, the eating room is gone and staff cannot take orders. Rather, clients can order pick-up or supply solely although its app, web site or third-party apps like Uber Eats.

The interior of Chipotle's digital-only restaurant, which has a center table for waiting customers.

The new design goals to seize the “sounds, smells and kitchen views of a traditional Chipotle” with an open-facing kitchen. But the focus will likely be cabinets to suit extra accomplished orders. There’s additionally a small bench for folks to attend and there is a separate entrance for catering orders.

“With digital sales tripling year over year last quarter, consumers are demanding more digital access than ever before so we’re constantly exploring new ways to enhance the experience for our guests,” stated Curt Garner, Chipotle’s chief know-how officer, stated in an announcement.

The burrito chain selected this upstate New York location for its first due to its “captive” close by shopper base of cadets which have demanded Chipotle, however do not have entry to at least one close by.

The exterior of the new location.
The new design is 2 pronged for the corporate. It’s a lot smaller than a conventional restaurant, so the design can cheaply match in additional city areas the place actual property is pricier. Starbucks (SBUX) rolled out the same idea final yr in New York City.
Chipotle’s model additionally eliminates problematic components of its eating places in the course of the Covid-19 period, together with indoor eating that is not allowed in some US states. It additionally retains staff safer with out the necessity for face-to-face contact in the course of the ordering course of.
The design can be adjusting to a brand new actuality for Chipotle (CMG). The firm forecasts that digital gross sales might exceed $2.5 billion by the tip of the yr, greater than double in comparison with final yr. Online orders have risen sharply at different eating places as individuals are preferring to restrict their contact with others.

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