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Chipotle Mexican Grill just announced that its customers can now use their Amazon Alexa devices to reorder their favorite Chipotle meals for delivery or pickup. And if your name is Alexa, this is the perfect time to take advantage of it. To celebrate this new feature – as well as the company reaching seven million enrollments in its loyalty program - Chipotle is giving away Amazon Echo Dots to all of its existing Chipotle Rewards members named Alexa.
To get started, customers need to download the Amazon Alexa app, enable the Chipotle skill, link your Chipotle profile and reorder your go-to Chipotle meal. It could be initiated with something like: “Alexa, tell Chipotle to reorder my favorite for delivery.”
“We always strive to introduce additional access points in the Chipotle ordering experience and overall digital ecosystem," says Nicole West, Vice President of Digital Strategy and Product Management at Chipotle. “With this new skill for Alexa, our customers can get their favorite Chipotle orders delivered straight to their door in the most convenient way possible – all they need to do is ask.”
Since last year, the company has been testing voice AI on phone orders at 10 stores. When customers place an order on phone, they will be greeted with a female voice assistant. However, she is not a chatbot. The assistant actively listens and learns with each conversation to upsell, make suggestions, and ensure order accuracy.
Recently, the California-based fast-casual chain has also rolled out its own AI-generated voice assistants to all 2,500 restaurants. The system is designed to reduce friction in the restaurants so that customers can go through the entire ordering process effortlessly. This also enables employees to focus on providing the strongest possible guest experience in the restaurants.
Just this September, Chipotle installs first three drive-thru “Chipotlanes”. These are drive-up areas for customer ordering online or on the app only.
Since piloting this new feature, Chipotle has cut down on customers’ wait times and increased in-restaurant serving performance.
The voice automation is also taking advantage of “Chipotlanes”. It provides the option to pay ahead and the ability to skip the line and go straight to the digital Chipotlane to collect order.
According to NBC, digital sales of Chipotle accounted for 18.3 percent of total sales in latest quarter. With such constant effort to offer frictionless, digital ordering for customers, the company is creating a new trend in fast-casual chain market.
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