Hugely popular fast-casual chain Chipotle Mexican Grill has selected Deloitte Digital to help redesign its mobile customer experience, allowing users to soon use Apple Pay through its proprietary iOS application.
According to Chipotle (via MacRumors), Deloitte Digital, the creative digital consultancy within Deloitte Consulting LLP, will redesign Chipotle’s iOS and Android ordering apps as part of Chipotle’s focus on digital ordering and enhancing the customer experience.
“We’re always looking to give our customers easier, more convenient ways to order and enjoy Chipotle food and a great mobile ordering experience is right in line with that goal,” Curt Garner, chief digital and information officer at Chipotle, said in a press release.
“Deloitte Digital brings the data, insights and technology needed to help us grow our digital channels and meet our customers where they are with the same fast, friendly ordering experience they get in our restaurants,” he continued.
According to Deloitte, when technology is used to place an order with a quick service restaurant, average spend increases 20 percent per visit, and the frequency of visits to that restaurant increases by 6 percent. The company hopes to take advantage of these numbers by adding Apple Pay to its mobile platform.
The new mobile apps will better reflect Chipotle’s brand while improving overall business performance and reducing friction in the ordering process, including easier customization of meals, identification of nearby store locations, and calculating pickup times.
Chipotle’s new application should be available sometime later this year, and the current application is free on the App Store for iPhone, iPad, and Apple Watch in Canada, the United States, Germany, France, and UK.