PROBLEM
Ordering lines were at capacity, but sales weren't
Chipotle was an early leader in the digital space, and their web, mobile, and watch apps set the standard for fast casual restaurants. They recognized the value of mobile-centric ordering and saw an opportunity to create an unparalleled guest experience. In an effort to drive more revenue through mobile channels, they wanted to collaborate with a creative agency that would redesign and deploy their mobile apps with a fresh look and new features.
Shorten lines with a convenient mobile option
ACTION
Transform the way customers order
Deloitte Digital and Chipotle went beyond just "building a better app." Together, we reimagined the entire mobile customer experience with a focus on "better serving the mobile customer." We conducted expansive user research, including the in-restaurant experience, to define personas, the mobile customer experience journey, and the development of a robust product backlog with touchpoints across channels.
ACHIEVEMENT
Mobile ordering with a side of brand affinity
The redesigned and rebuilt iOS and Android apps launched in November 2017 and were promptly featured in the media as well as the Apple App Store. After release, Chipotle saw traffic double and mobile orders increase by 50%. Chipotle customer response has been consistently positive with the newest mobile app reaching an average of 4.4 stars in the Apple App store—a jump of more than two full stars from the prior version.
Deloitte Digital is continuing to work with Chipotle on major new features and additional channels launching throughout 2018.
50
%
increase in
mobile orders
33
%
increase in all
digital orders
monthly app traffic
following release
By thinking beyond the burrito,
Chipotle turned a great app into
something greater.
