Marketing Currents - Business and Marketing Current Events

Chipotle upgrades pickup and delivery options with first digital-only restaurant (MC)


Chipotle Mexican Grill is opening its first digital-only restaurant in the U.S. this weekend as it leans into the pick-up and delivery model customers increasingly want.

The concept, located in Highland Falls, N.Y., requires customers to order in advance online or through a third-party delivery company, it said.

Click here to read the story at

Discussion Questions:

  1. What is a “digital only” restaurant?
  2. What is e-commerce?
  3. Why would Chipotle open a digital only restaurant?
  4. Do you think digital only restaurants will become a popular industry trend? Why or why not?
  5. How might a sound digital marketing strategy help restaurants like Chipotle to reach more customers?
  6. The article suggests Chipotle customers can pick up orders from a digital lobby that will have the “sounds, smells and kitchen views” of a traditional restaurant. Why might creating a fun experience for consumers be important for the digital only restaurant concept to succeed?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.