Chipotle introduces 'Groupotle': a new family-oriented ordering system
Chipotle Introduces New "Build-Your-Own" Catering Option
Fast-food giant Chipotle has announced the launch of a new catering service, aimed at small groups of 4-6 people. The innovative offering is exclusive to digital ordering through the Chipotle app and Chipotle.com, and can be ready in just 15 minutes.
This latest move is part of Chipotle's ongoing kitchen equipment modernization effort and new technology implementation. The goal is to "load-balance" orders across restaurants, ensuring a smooth and efficient service for customers.
The new "Build-Your-Own" option is designed to draw attention to Chipotle's catering service, which is already available for groups of 10 or more. Guests can customize their bowls, burritos, or loaded nachos with various proteins, rice, beans, premium sides, salsas, toppings, and more.
The order includes shredded romaine, cheese, two large bags of chips, 8 soft taco tortillas, forks, napkins, and bowls for six people. Guests can add on other large sides or chips as a separate item.
Chipotle's president, chief strategy and technology officer, Curt Garner, stated that this innovation brings people together around the food they love. The CEO, Scott Boatwright, aims to scale the catering business without disrupting the core operations, as catering currently accounts for only 1% to 2% of sales.
The new catering platform will be tested in 60 restaurants this fall, but the city where Chipotle will start its offering on Tuesday is not yet confirmed. It seems to be a continuation of pandemic-era pivots, offering family meals to go, but it is designed to appeal to groups looking for value.
For a limited time, Chipotle is offering a $10 discount on the first "Build-Your-Own" order with the code TRYBYOC. The national average price for a Chipotle Build-Your-Own order with carnitas is $65, while orders with chicken or Sofritas average at $59. Orders with steak or braised beef barbacoa average at $70. The average price for guacamole varies by market, but it costs an additional $2.95 when added to a bowl.
This new offering is a step forward in Chipotle's mission to provide convenient, high-quality food for all occasions. Whether it's a family dinner or a small group gathering, Chipotle aims to make mealtime enjoyable and stress-free.
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