Chipotle Mexican Grill (NYSE: CMG) today announced its first-ever Chipotle digital-only restaurant, called the Chipotle Digital Kitchen. Located just outside of the gates to the military academy in Highland Falls, NY, the restaurant will open this Saturday for pick-up and delivery only. The new prototype will allow Chipotle to enter more urban areas that wouldn't support a full-size restaurant and allows for flexibility with future locations.
Digital Kitchen Restaurant Design
The Digital Kitchen concept is focused on accelerating the digital business in non-traditional locations. It is unique because it does not include a dining room or front service line and guests must order in advance via Chipotle.com, the Chipotle app or third-party delivery partners. Orders can be picked up from a lobby that is designed to include all of the sounds, smells and kitchen views of a traditional Chipotle restaurant. The Digital Kitchen will also service large catering orders available for pick up in a separate lobby with its own dedicated entry.
"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."