Online Ordering System Provides Virtual Restaurant Experience,
Real Food
Secure Online Payment, Group Ordering Added to Popular System
DENVER--(BUSINESS WIRE)--Oct. 28, 2008--Any computer is now a
virtual Chipotle Mexican Grill (NYSE:CMG) (NYSE:CMG.B) thanks to the
restaurant company's newly enhanced online ordering system. The new
system enables customers to place and pay for their order online, then
within minutes go directly to the front of the line at the restaurant
to pick it up.
"This is another way we are making our high quality food available
and affordable so everyone can eat better," said Steve Ells, Chipotle
founder, chairman and CEO. "We can deliver a great Chipotle experience
in a way that meets the demands of time-pressed customers."
Among the new features added to Chipotle's online ordering system
include a secure credit card payment capability that can save
customers' information so they do not have to re-enter it every time
they log on. An expanded group ordering feature allows customers to
place multi-item orders under a single name, invite others via e-mail
to add to their order, and manage group orders online. Like the
previous generation online ordering system, the updated version allows
customers to save their own favorite meals online, as well as those of
friends, family or co-workers. The system also provides ample space
for comments and special instruction so customers can make the same
kinds of requests they would if they visited the restaurant.
The new online ordering system also includes an enhanced
restaurant locator feature with maps to help customers find nearby
restaurants, real-time pricing that calculates the price of an order
including tax, and provides customers with the first available pick up
time at the restaurant of their choosing.
Customers start by logging on to the online ordering section of
the Chipotle website at https://order.chipotle.com. From there they
can choose a burrito, burrito bowl, tacos, or salad, and then click
through a menu featuring everything they'd normally find at their
local Chipotle, including Chipotle's naturally raised meats, choice of
salsas, rBGH-free cheese or sour cream, and freshly made guacamole.
Once a customer has registered and completed their profile and
preferences on their own page, they can place orders in as few as
three clicks, adding considerably to the new system's efficiency.
Chipotle was recently named best in its category for customer
service by a 2008 Corporate Research International survey and Ells
believes Chipotle will enhance its reputation for great service
through the new online system.
"We asked our regular online users and our most tech-savvy
customers how to best improve this system," Ells said. "This new
version is faster, easier to use, and will enable us to add additional
features and applications as new technology allows."
Chipotle employs a second, back-of-house food line dedicated
exclusively to fulfilling online orders. Since introducing online
ordering in December 2005, Chipotle and has received and executed
nearly 2 million online orders.
About Chipotle
Chipotle Mexican Grill offers a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food with Integrity, Chipotle is seeking better food not only from
using fresh ingredients, but ingredients that are sustainably grown
and naturally raised with respect for the animals, the land, and the
farmers who produce the food. Chipotle opened its first restaurant in
1993 and currently operates more than 800 restaurants. For more
information, visit www.chipotle.com.
CONTACT: Chipotle Mexican Grill
Chris Arnold, 303-222-5912
carnold@chipotle.com
SOURCE: Chipotle Mexican Grill
