A customer wearing a gas mask enters the Chipotle Mexican Grill Inc. restaurant in San Francisco, California. .
David Paul Morris | Bloomberg | Getty Images
Chipotle Mexican Grill will open its first digital-only restaurant on Saturday.
Unlike traditional Chipotle locations, it will not include restaurants or order lines. Customers must order in advance on Chipotle̵
The new restaurant is designed to serve the urban area, where real estate is expensive and it is impossible to provide a full-size restaurant, but the first location will be opened outside the gates of Westland.
The design will also be able to accommodate a large number of catering orders, which will have their own entrance and lobby for guests to pick up their goods.
The coronavirus pandemic has accelerated the transition of customers to online ordering, prompting Chipotle to try to optimize the experience as much as possible. The company reported that digital sales more than tripled in the third quarter, and CEO Brian Niccol said that this year’s total digital orders may exceed $2.5 billion, more than double the same period last year.
The crisis and its impact on the catering industry prompted other companies to reconsider their designs. Burger King and Shake Shack restaurants plan to increase the through lanes reserved for delivery drivers or online orders. Starbucks now plans to build more mobile pickup cafes this year and 2021 than previously thought.
Chipotle’s market value reached 34.8 billion U.S. dollars and has risen 67% so far this year.