Will Digital Ordering Save Chipotle?
Photo Caption: Mobile orders currently account for over eight percent of overall orders at Chipotle.
Skift Take
Chipotle executives sounded optimistic as they admitted the chain has many obstacles to overcome in order to regain consumer trust and market share.
Chipotle, which turns 25 years old this year, has had a rough go as of late. A series of illness reports have taken the once fast casual darling to a darker place. But during the company's fourth quarter earnings call, outgoing CEO Steve Ells emphasized Chipotle’s commitment to both changing with the times and improve the Chipotle experience for everyone.
Mobile orders are up 50 percent year over year, fueled by the revamped Chipotle mobile app. Digital sales account for 8.6 percent of average sales, though in two markets, digital sales comprise over 10 percent, Ells said. He did not elaborate on which markets those are.
This mobile growth continues to drive Chipotle’s restauran
