![]() When a customer walks into a Chipotle venue, one of the first things she sees is a row of ingredient bins with staff members ready to scoop up the desired fixings. ![]() So, what does it take to trim a whole half hour of prep time? According to Garner, data-based work flow design, automation and other digital supports and app features are all good places to start. That timeline is now closer to 12 minutes, and that’s with mobile orders increasing 41 percent between Q1 2017 and Q1 2018 to reach 8.8 percent of all sales. In earlier days, a customer had to wait approximately 45 minutes for his order to be ready for pickup. “An excellent customer experience means delicious food that is made on time - and accurately,” said Curt Garner, Chipotle’s chief digital and information officer, in a recent conversation with PYMNTS. For the burrito and bowl QSR chain, speed and reliability are as important as flavor and ingredient accuracy. Those are the types of concerns Chipotle Mexican Grill has been working to tackle since debuting its mobile ordering service in 2008. Burrito lovers might move on to the next lunch spot if the promised convenient ordering process turns out to involve a long wait, ends with them walking off with someone else’s order or sees them biting into a burrito that lacks the guacamole they paid extra to enjoy. ![]() ![]() Even a great product can quickly turn customers off if the purchasing experience is frustrating and filled with friction. ![]()
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