Chipotle adds chatbot ordering

Pepper will take orders via Facebook Messenger starting Monday.
Chipotle ordering app
Photos courtesy of Chipotle Mexican Grill

Chipotle Mexican Grill is rolling out the option to order via a chatbot on Facebook Messenger, the chain announced Wednesday.

Starting Monday, customers can access the Pepper chatbot on Chipotle’s Facebook page. Pepper will ask for the diner’s location, to find the nearest Chipotle, before guiding the customer through the ordering process.

Consumers can describe their order in “natural language” and can customize their orders as they do in the store or online.

“We’re always working to enhance and optimize our digital capabilities and provide guests with a seamless ordering experience,” Curt Garner, Chipotle’s chief technology officer, said in a statement. “It is critical that we meet customers where they are spending time online and give guests ordering options that best fit their needs.”

The Newport Beach, Calif.-based fast-casual chain is also launching a group order feature on its website. Customers can elect to “start a group order” that will allow them to share a group ordering link with family and friends. The order “host” pays for the transaction and all parties can track their orders online.

Chipotle also added a donation option to its app and online ordering channel, allowing guests to round up their orders to the nearest dollar to donation to organizations “advocating against issues like systemic racism and inequality,” the chain said. June donations will go to the National Urban League.

Chipotle has found success, even amid the coronavirus, largely because of its robust digital channels, including its drive-thru pick-up Chipotlanes.


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