Chopt opened its first digital-only store on Tuesday. The fast-casual salad chain opened its newest location on 53rd St in Manhattan with kiosks instead of people manning registers.
While this location isn’t entirely devoid of employees like some other salad chain locations from Chopt’s competitors, this location serves as a first foray into the digital space for the New York-based salad company which just created its own app for the first time.
“We had to reimagine every type of customer journey, and each step within those journeys, to make sure the technology was elevating the guest experience at this new restaurant,” said Tom Licitra, SVP of strategy & technology. “Obviously creating beautiful and intuitive ordering experiences was a big part of that, but we are even prouder of the behind-the-scenes systems that keep our guests fully informed throughout their journey and support our teams in creating the high-quality and fully-customized food that is core to the Chopt brand.”
The 2,600 square-foot restaurant features kiosks for ordering — five to be exact — that were created in collaboration with technology company Bite. These kiosks are the primary in-house ordering method for this location.
There is, however, a QR code at each table for dining in-house. The dining room can seat up to 40 people. Guests can also order ahead for pick-up or delivery either online or via the new app.
This location also offers scan-and-pay sides and drinks for additional purchases. It allows guests to add something else to their order without any cashier interaction.
The chain’s new app was developed in partnership with YML, a digital transformation agency, and offers the “fastest ordering experience,” real-time order status updates, and in-app perks for loyalty members.
Chopt is owned by Founders Table Restaurant Group and currently has over 80 restaurants.
