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Thursday
Apr252019

Chipotle's Big Leap in Digital

1Q19 digital sales (delivery, order ahead & catering) grew +101% y/y to 15.7% sales mix & benefit from Chipotle’s free delivery bowl offer which ran from 12/17 to 1/7 (nearly half of the guests taking part in this offer were new or lapsed users). As digital mix has touched 30% in some stores, corporate believes there remains strong growth potential in this channel. 

Self-service mobile order pickup shelves are now available in all relevant restaurants & are also useful in facilitating delivery (delivery drivers no longer wait for orders, rather they can find delivery orders waiting for them on the shelves). 
Digital make lines are in 1,300 restaurants & should be rolled-out to all applicable restaurants by the end of 2019. 
Corporate reports very little guest overlap between its own in-app delivery and 3rd party delivery partner apps.
2/3 of delivery sales are incremental & this channel is accretive to margin.  

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