One of the latest strategies by Chipotle to reclaim its top spot in the fast casual sector is to implement more digital technologies. The restaurant's goal is to make the ordering process even more convenient for guests.
One of the ways the chain is focusing on digital is it has added another line dedicated to only online orders. Starbucks, the king of mobile orders, also has a group of team members dedicated to solely mobile orders at each store.
Chipotle is also testing having online only pick-up drive-thru lanes to make the pick-up for online orderers even quicker.
"We are definitely under a digital transformation at Chipotle," said Brian Niccol, Chipotle's CEO to "CNN Business."
Evidently, the investment in digital tech has paid off. Digital sales grew by 66 percent in the last three months of 2018. The company's stock has spiked by 35 percent over the last year and in the last quarter of 2018, restaurant sales grew by 6 percent.
"We're definitely just getting started," said Niccol to "CNN." "There's still so much opportunity in front of us, and there's still a lot of work to be done."
Read more about Chipotle’s push to promote digital ordering at “CNN Business” now.
It's been a long road of recovery for the fresh Mex fast casual after its food safety crisis back in 2015, but then the chain hired the former Taco Bell CEO Brian Niccol and continues to make power moves as part of its comeback play.
In 2019, the chain started the year out with a bang by rolling out lifestyle bowls. These new menu items are keto, Whole30, and paleo-friendly. Even though more restaurants are offering meals that are diet friendly, it's still difficult for those eating keto, paleo or Whole30 to find quick food options on the go. Chipotle is one of the first chain's to cater to these popular diets, making the restaurant one of the only options for those who are tired of the constant meal prep.
On a recent episode of The Barron Report, Host Paul Barron explains why he thinks the chain's recent introduction of its Lifestyle Bowls was a slamdunk. Watch the video below to learn more about Chipotle's latest campaign to appeal to health-conscious eaters.