American fast-casual restaurant chain Chipotle Mexican Grill is set to pilot a new restaurant design in the US.
The company’s four new restaurants, namely an urban storefront, a standalone restaurant with a Chipotlane and an endcap unit with a Chipotlane, in Chicago, Cincinnati, and two Phoenix locations will feature the design.
Furthermore, the new restaurant design will be trialled in two retrofits in Newport Beach and San Diego.
Chipotle will employ its stage gate process to test the performance of each restaurant.
Validation will be based on metrics such as transactions, guest feedback and future menu. This will help the company identify a final design before launching it.
Chipotle Mexican Grill chief technology officer Curt Garner said: “By better suiting our restaurants to accommodate the digital business, we’re able to finalise orders more effectively and provide a better overall experience for our guests.”
The new restaurant design will help to offer improved convenience for both customers and delivery drivers.
Customers can have a better experience with digital built-in pick-up portals, walk-up windows, open views and front row seating.
Chipotle chief development officer Tabassum Zalotrawala said: “While we are staying true to Chipotle’s heritage, we are also excited to integrate new, innovative physical features into the restaurant that complement our growing digital business. Our eco-friendly, natural aesthetic and locally sourced approach to this design builds on our strong brand values and mission of cultivating a better world.”
Founded in 1993, Chipotle Mexican Grill currently operates more than 2,550 outlets in the US, Canada, the UK, France and Germany.