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

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

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.

There is, however, a catch: Chipotle will not be giving any of its latest customers a place to eat.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in