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.

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