Chipotle has finished rolling out its new Smarter Pick Up Times platform to all of its locations that offer digital ordering.
Through Smarter Pick Up Times, the chain says it’s able to monitor its digital order capacity, allowing for easier processing. It also enables customers to reserve an order pickup time in advance.
While testing the technology in some locations throughout the country, Chipotle reduced digital order wait times by as much as 50%, while the number of digital orders placed at the test restaurants increased, according to the chain.
Chipotle, which is running a marketing campaign aimed to grow digital orders, also plans to update its second make-line in the back of house in an effort to boost digital order volume and accuracy.
The brand says that, in the future, a majority of its digital advertising will direct customers straight to digital ordering.