The move is part of a strategy to make the brand more accessible
Chipotle Mexican Grill is now offering delivery through its own app, making it one of the few national limited-service chains to offer doorstep delivery without sending customers to a third-party app.
Starting today, Chipotle said it is launching delivery, powered by DoorDash, through its own mobile app as well as its website. DoorDash’s services are available in 70 national markets that include 1,800 of Chipotle’s more than 2,400 U.S restaurants.
The move comes as newly appointed CEO Brian Niccol has made it clear that Chipotle needs to become more accessible to its fans. Other initiatives include adding pickup shelves for mobile orders, as well as adding digitally enabled second make lines to help improve order accuracy and speed.
Curt Garner, chief digital and information officer at Chipotle, said the company is “proud to be among the first fast-casual chains to offer this delivery service and … excited to kick it off with this special offer for our customers."
Chipotle joins a small number of national and regional chains adding delivery directly to their branded apps. DoorDash also powers direct delivery for Denny’s, El Pollo Loco, Portillo’s, Tender Greens, Susie Cakes and Lemonade.
To celebrate the new partnership with DoorDash, Chipotle said it is offering free delivery on any order of $10 or more for orders placed and fulfilled between Aug. 27 and Sept. 12.
In late July, Chipotle said digital sales are improving and now represent 10.3 percent of total sales. That includes sales from third-party delivery, which during the second quarter was available in 1,700 restaurants. Chipotle said it expects to reach 2,000 restaurants by the end of the year. The company said it has 4 million active digital users, up 65 percent from a year ago.
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