Chipotle’s New Digital Kitchen Positions It for the Post-Pandemic World

Dining patterns learned during Covid are likely to be permanent, fast-casual chain says

chipotle digital kitchen
The Digital Kitchen has everything a regular Chipotle does—except for a place to sit down and eat. Chipotle

It’s hard to imagine a better market for Chipotle than 4,400 young men and women, aged 17-23, famished after a regimen of running, swimming and lifting weights. But that’s the band of regulars who’ll soon be lining up at the fresh-Mex chain’s newest location just outside the gates of the United States Military Academy in Highland Falls, New York—better known as West Point.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.