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Chipotle beefs up online ordering
October 27, 2008
DENVER — Chipotle Mexican Grill has enhanced its online ordering system, including giving customers the ability to pay for their order online. The new system features a secure credit card payment capability that can save customers' information so they do not have to re-enter it every time they log on. An expanded group ordering feature allows customers to place multi-item orders under a single name, invite others via e-mail to add to their order, and manage group orders online.
Like the previous generation online ordering system, the updated version allows customers to save their own favorite meals online, as well as those of friends, family or co-workers. The system also provides space for comments and special instruction.
The new system also includes an enhanced restaurant locator feature with maps to help customers find nearby restaurants and real-time pricing that calculates the price of an order including tax. The system provides customers with the first available pick up time at the restaurant of their choosing. Customers can place orders by logging on to the online ordering section of the Chipotle Web site atorder.chipotle.com.
Chipotle employs a second, back-of-house food line dedicated exclusively to fulfilling online orders. Since introducing online ordering in December 2005, Chipotle has received nearly 2 million online orders.
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