November 12, 2020
Located just outside of the gates to the U.S. Military Academy at West Point in the adjacent town of Highland Falls, New York, the restaurant will open this Saturday, November 14, for pick-up and delivery only, the company said in a release.
The new prototype will enable Chipotle to enter more urban areas that wouldn’t support a full-size restaurant and allows for flexibility with future locations. It will not offer a dining room or front service line. Guest must order in advance via Chipotle.com, the Chipotle app, or third-party delivery partners for pick-up or delivery.
Orders can be picked up from a lobby that is designed to include all of the sounds, smells and kitchen views of a traditional Chipotle restaurant. The Digital Kitchen also will service large catering orders available for pick up in a separate lobby with its own dedicated entry.
“The Digital Kitchen incorporates innovative features that will complement our rapidly growing digital business, while delivering a convenient and frictionless experience for our guests,” said Chipotle CTO Curt Garner. “With digital sales tripling year over year last quarter, consumers are demanding more digital access than ever before so we’re constantly exploring new ways to enhance the experience for our guests.”
Chipotle’s new design concepts and menu innovation are envisioned at the company’s Cultivate Center in Irvine, California. Located minutes from Chipotle’s corporate headquarters, the new 22,000-square-foot facility features the same natural aesthetic with ecofriendly materials and designs found in Chipotle restaurants. To pay homage to its heritage, the original sign from the first Chipotle restaurant opened in 1993 in Denver, Colorado dons the entryway.
Research contact: @ChipotleTweets