How Much Bigger Can Chipotle's Digital Business Get?
With Chipotle's (NYSE: CMG) stock up over 80% year to date, the days of people getting sick from eating the fast-casual restaurant's burritos seem a distant memory. Customers have been coming back for new menu additions, to participate in the loyalty program, and to try its easy-to-use ordering app. Digital orders reached an all-time high this past quarter, fueling double-digit same-store growth.
Here's why digital is so important to Chipotle -- and how big it could get.
Digital orders include those placed on Chipotle's mobile app, on its website, or through a third-party delivery service like DoorDash. Once entered, the order can be built on a more efficient second "make-line" that is separate from the in-store customer ordering experience. Catering orders can also be placed online, which is not only more efficient, it provides for clear expectations to the customer as to what they are getting.
Source Fool.com
