Marketing Restaurant Online

Online ordering via iPhone at Chipotle-My experience.

The first time that I saw the Chipotle iPhone app was during the second week of January, 2009. Infact I was checking my iPhone to see if any mobile ordering app was available for restaurants. Co-incidently that was the very day, Chipotle Mexican Grill Restaurant had released their iPhone app. I was excited to see the app and decided to download it later on my desktop thinking that it would be easier and faster to download. Later on that day when I tried to download from my computer, I realized that the app was not available on iTune. I found out that Chipotle had taken out the app due to high volume of downloads. May be it was a good strategy to limit the restricted number of downloads that were made availabe to the public. That way they could test their new baby product without frustrating millions other who would have downloaded if it was available. That would include me too.But I was left behind. Finally after testing and perfecting the app for several months now they finally released their app. This time I made sure I downloaded it right away.

During my last blog post about Chipotle iPhone app I had promised that I would test it and write about it. Last Saturday I had a chance to test it. So I just wanted to share my experience. Tired of eating the same  usual stuff from the same restaurant I was hunting for a new concept restaurant. Then I realized why not take this opportunity to try iPhone app for mobile ordering at Chipotle. A friend of mine and I went to Chipotle located at 10800 Alpharetta Hwy, Roswell, Atlanta. My friend got a burrito, salad and a drink. I decided to test the mobile order via iPhone so I just got the drink only. I then took out my iPhone and started to place an order. The ordering process was pretty simple. Every thing was self explainatory. Since I had not signed up yet, it prompted me to sign up before check out. So I did that too. Thought sign up would be long one but I experienced it to be a short one. Very thoughtful of Chipotle especially for people who would just give up because  it was too long sign up process as it often happens on the web. Once I signed up it took me to the payment section where I input my credit card numbers and in few seconds the payment was processed. Then it said that my order was received and that email receipt would be sent to me which I did receive it. Literally it took me may be 2-3 minutes though it was my first time trying to figure it out and place an order at the same time. Next time the ordering process  would be may under a minute.

Experiencing the iPhone mobile ordering at Chipotle by myself, I see that Fast Casual Restaurants are headed to a promising future. But those who accepts the technology and adopts are gonna win. And the rest who are hiding their head in the sand assuming that nothing is changing they will have a hard time in few years to compete with restaurants like Chipotle who have already started using innovative technology to accomodate the needs of their busy corporate customers.

Why Restaurants need to adopt innovative technology to remain relevant in the future?

As soon as the Chipotle iPhone app was released back in January 2009, I checked some of the Apple forums. There were hard core apple loyal fans who were so excited to use the app. They all were raving about it.With more than 40 millions iPhones to be sold by 2009, the chances of iPhone users downloading Chipotle iPhone app also increases. Since every iPhone users have to eat lunch, I am assuming they would have know about Chipotle app by now or if not they will soon as it gets more popular. As customers become accustomed to online ordering via iPhone I’m sure those busy customers working in a corporation at those high tall rise building would not want to waste their time waiting in the line to get their food during the lunch time. Rather they would want to pre order via their iPhone and pickup their food without having to wait in long lines sometimes taking them may be even more than 5-10 minutes.

The imaginary scenario would be like this. It is almost 12 pm lunch time for all companies in US. The customer gets in the lift to go down to drive up to the local restaurant. While in the lift he takes out his iPhone.( Hope their company has set up the strong connectivity in their building other wise he will have to do it while driving) He places his order in less than a minute. He drives up to the local restaurant. Without waiting the long line during the busy lunch hour he goes straight to the iPhone mobile order line. His lunch is ready for a pick up. He shows his email receipts confirmation to the cashier. He gets his food right away. What it takes 2-3 minutes (fastest) if he would have come through a regular line and paid with his credit card, would literally now take him only few seconds to get his food when ordered via iPhone.

With time being scarce during the lunch time who would not want to leverage the innovative technology to cut down the ordering and waiting time and use that time to enjoy the food. I think every one would. At least I would.

I believe restaurants should recognize the importance of accomodating their busy tech savvy customer’s need and attempt to provide the fast service by leveraging technology.If you restaurant won’t then those tech savvy customers are not obligated to be loyal forever. They will switch the restaurant with few clicks on their iPhones.

So I hope all restaurants  whether independentor chains would see this trend as a promising opportunity and adopt innovative technology to remain relevant in the future.

I’d  appreciate if you could share your thoughts about Chipotle’s  app if you have tried the online mobile ordering via iPhone.Even if you haven’t tried it let us know what do you think about  mobile ordering trends and how it would impact the  future of the fast casual restaurants, by dropping some comments below. Thanks!