The chain plans to scale its Chipotlanes, pickup areas designated for online orders only, to enhance its digital presence

Having already elevated the concept of fast food, Chipotle is currently working to enhance its drive-through experience: The fast-casual restaurant chain is planning to expand the number of its mobile-order “Chipotlanes” over the course of the next year.

The concept works differently from the traditional drive-through: There are no menus or associates to take an order, as all customers place their order online. On the app, consumers schedule ahead a time to come to the window and pick up their food. While this process might seem to take away from the customization aspect of the restaurant's menu, Chipotle's chief development officer, Tabassum Zalotrawala, explains, “I believe that the Chipotlane leverages the use of digital technology. You can still customize your meal. So you don’t lose the essence of what Chipotle stands for.”

Today's consumers continue to exhibit demand for flexible options for placing, retrieving and experiencing purchases, which the expansion of the Chipotlanes enables at scale. The establishment plans on installing dozens of the features across the country throughout 2019.

Chipotle

Having already elevated the concept of fast food, Chipotle is currently working to enhance its drive-through experience: The fast-casual restaurant chain is planning to expand the number of its mobile-order “Chipotlanes” over the course of the next year.

The concept works differently from the traditional drive-through: There are no menus or associates to take an order, as all customers place their order online. On the app, consumers schedule ahead a time to come to the window and pick up their food. While this process might seem to take away from the customization aspect of the restaurant's menu, Chipotle's chief development officer, Tabassum Zalotrawala, explains, “I believe that the Chipotlane leverages the use of digital technology. You can still customize your meal. So you don’t lose the essence of what Chipotle stands for.”