Chipotle wanted to refresh their mobile app to make it easier and more fun for their customers to order real food, made with real ingredients—and we delivered.
Ambition
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 who would redesign and deploy their mobile apps with a fresh look and new features.
Action
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
The redesigned and rebuilt iOS and Android apps launched in November 2017 and they 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 more than 2 full star jump from the prior version.
Deloitte Digital is continuing to work with Chipotle on major new features and additional channels launching throughout 2018.
"Our guests are increasingly mobile and on-the-go, and they want and deserve the same intuitive, accurate and convenient ordering experience they get in our restaurants. That is exactly what Deloitte Digital helped us deliver. They took the time to understand our customers, and then applied that knowledge along with their creativity and design expertise to build a beautiful new app."
