As Chipotle Mexican Grill seeks to bring more people to eat its tacos and burritos, the quick service restaurant (QSR) is teaming up with DoorDash for delivery. The tie-up comes as CEO Brian Niccol has been working on turnaround efforts such as a loyalty program, Reuters reported.
With the offering, Chipotle customers will be able to receive free delivery for a limited time on a minimum order of $10 from more than 1,800 locations. To access the service, customers can use the restaurant’s website and mobile app. On the news of the offering, the company’s shares rose slightly during trading.
Additionally, Chipotle has plans to roll out more drive-through lanes as it ramps up its digital efforts. It currently has five locations with drive-throughs in the U.S., but more locations with the feature might be in the works, CNBC reported in May.
“As we are looking at our real estate pipeline, part of the criteria that has been introduced is to understand how many of those sites might lend themselves to that experience, even if we don’t open them immediately with [the drive-through lane] enabled,” Chipotle’s chief digital and information officer, Curt Garner, said.
Here’s how the lanes work: Customers must order ahead through the QSR’s mobile app or an online form. After placing their orders, Chipotle provides customers with a pick-up time. When their orders are ready, rather than heading into the store, customers can simply head to the drive-through lane instead.
The news also comes after Chipotle rolled out a new mobile app in November, aimed at enhancing the customer’s dining and online ordering experience. Among other new features, the Chipotle app came loaded with the ability to tap into Apple Pay or Android Pay, an new store locator and a design that made the app simpler to navigate.