Online sales surge during the pandemic
Amid the COVID-19 (coronavirus) pandemic, Chipotle's online sales surged as consumers sought takeout and contact-free food options. In particular, the company has leveraged the success of it rewards program during the pandemic. The program now includes nearly 24 million members, representing about 25.0% of the brand’s customers. This has allowed the company to pivot to serve an almost completely digital customer base. Unlike many other restaurants, Chipotle did not have to pivot significantly as digital innovations already an integral part of their technology strategy, including dark kitchens in all of their restaurants, the creation of the Chipotlanes pickup-only drive and walk-thru restaurants.
COVID|New ActivityIn response to volatile demand in the wake of the first COVID-19 surge, the company undertook a comprehensive cost reduction program, aimed at shoring up labor and supply costs.
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