The quick-service-restaurant brand’s first foray into mobile, Chipotle’s iPhone application leverages the device’s GPS functionality to find the location closest to the user and enables mobile ordering. A key feature of the application lets customers pay for their food directly from their mobile device.
“We wanted to create a user experience that is similar to what we offer in our restaurants, but using the iPhone platform,” said Chris Arnold, spokesman for Chipotle Mexican Grill, Denver. “It allows time-starved customers another way to access Chipotle in a way that’s relevant to them.
“Our core customers skew young, educated and more affluent than a typical fast-food customer,” he said. “It’s probably a close match to iPhone users. “Having the app lets us deepen relationships with these customers by giving them a way to interact with us that is meaningful to them.”
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