Chipotle is Testing a New Restaurant Design

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Mexican fast casual restaurant chain Chipotle Mexican Grill is testing out a new restaurant design in order to maximise its digital growth.

New features of the design include walk-up windows as well as built-in shelves for pickup orders.

The company announced on Thursday that restaurants in Chicago, Cincinnati, Phoenix, Newport Beach and San Diego will be part of the test.

Both new and existing locations will be involved in the trial and the test will also cover a variety of types of restaurants, including an urban storefront and a standalone location with a “Chipotlane,” its drive-thru lanes for digital orders.

It was in the company’s third quarter that Chipotle saw digital sales grow 87.9%. They accounted for almost a fifth of the company’s total sales.

“While we are staying true to Chipotle’s heritage, we are also excited to integrate new, innovative physical features into the restaurant that complement our growing digital business,” said Tabassum Zalotrawala, Chipotle’s chief development officer.

He added, “Our eco-friendly, natural aesthetic and locally sourced approach to this design builds on our strong brand values and mission of cultivating a better world.”

Chief technology officer Curt Garner said in the press release, “By better suiting our restaurants to accommodate the digital business, we’re able to finalize orders more effectively and provide a better overall experience for our guests.”

Shares of Chipotle up 91% so far this year.

Disclaimer: We have no position in Chipotle Mexican Grill, Inc. (NYSE: CMG) and have not been compensated for this article.

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