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Chipotle To Open Its First Digital-Only Restaurant Amid Surging Online Sales

November 11, 2020 9:43 AM

Chipotle Mexican Grill (NYSE: CMG) announced today plans to open a digital-only restaurant called the “Chipotle Digital Kitchen”. It is due to open on Saturday in Highland Falls, NY.

Customers willing to order will have to do so through the Chipotle app, website or third-party delivery platforms. Given that it is a digital-only restaurant, Chipotle Digital Kitchen doesn’t have a dining room or a line for ordering.

"The Digital Kitchen incorporates innovative features that will complement our rapidly growing digital business, while delivering a convenient and frictionless experience for our guests," said Curt Garner, Chief Technology Officer of Chipotle.

"With digital sales tripling year over year last quarter, consumers are demanding more digital access than ever before so we're constantly exploring new ways to enhance the experience for our guests."

A lobby is specifically designed to include all of the sounds, smells and kitchen views of a traditional Chipotle restaurant, according to the company’s statement. In addition, the digital-only restaurant will also be ready for large catering orders available for pick up.

Chipotle operates about 2,700 traditional restaurants in the United States, Canada, the United Kingdom, France and Germany. The company previously noted that total digital orders could surpass $2.5 billion this year, representing an increase of over 100% compared to a year ago.

Shares of Chipotle are up 48% YTD.

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