Chipotle Customers Can Get out of Line by Going Online

Any computer is now a virtual Chipotle Mexican Grill (NYSE:CMG) (NYSE:CMG.B) thanks to the restaurant company’s newly enhanced online ordering system. The new system enables customers to place and pay for their order online, then within minutes go directly to the front of the line at the restaurant to pick it up.

"This is another way we are making our high quality food available and affordable so everyone can eat better,” said Steve Ells, Chipotle founder, chairman and CEO. "We can deliver a great Chipotle experience in a way that meets the demands of time-pressed customers.”

Among the new features added to Chipotle’s online ordering system include a secure credit card payment capability that can save customers’ information so they do not have to re-enter it every time they log on. An expanded group ordering feature allows customers to place multi-item orders under a single name, invite others via e-mail to add to their order, and manage group orders online. Like the previous generation online ordering system, the updated version allows customers to save their own favorite meals online, as well as those of friends, family or co-workers. The system also provides ample space for comments and special instruction so customers can make the same kinds of requests they would if they visited the restaurant.

The new online ordering system also includes an enhanced restaurant locator feature with maps to help customers find nearby restaurants, real-time pricing that calculates the price of an order including tax, and provides customers with the first available pick up time at the restaurant of their choosing.

Customers start by logging on to the online ordering section of the Chipotle website at https://order.chipotle.com. From there they can choose a burrito, burrito bowl, tacos, or salad, and then click through a menu featuring everything they’d normally find at their local Chipotle, including Chipotle’s naturally raised meats, choice of salsas, rBGH-free cheese or sour cream, and freshly made guacamole.

Once a customer has registered and completed their profile and preferences on their own page, they can place orders in as few as three clicks, adding considerably to the new system’s efficiency.

Chipotle was recently named best in its category for customer service by a 2008 Corporate Research International survey and Ells believes Chipotle will enhance its reputation for great service through the new online system.

"We asked our regular online users and our most tech-savvy customers how to best improve this system,” Ells said. "This new version is faster, easier to use, and will enable us to add additional features and applications as new technology allows.”

Chipotle employs a second, back-of-house food line dedicated exclusively to fulfilling online orders. Since introducing online ordering in December 2005, Chipotle and has received and executed nearly 2 million online orders.

About Chipotle

Chipotle Mexican Grill offers a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere. Through our vision of Food with Integrity, Chipotle is seeking better food not only from using fresh ingredients, but ingredients that are sustainably grown and naturally raised with respect for the animals, the land, and the farmers who produce the food. Chipotle opened its first restaurant in 1993 and currently operates more than 800 restaurants. For more information, visit www.chipotle.com.