Giới thiệu
Chipotle là fast casual Mexican restaurant, thành lập 1993. 3,200+ stores US, $9.9B revenue/năm. USP: "Food with Integrity" - no GMOs, organic produce, responsibly raised meats. Digital sales: 50% revenue (mobile app, delivery). Mô hình: company-owned (99%), no franchising, centralized supply chain.
Case Study
Customer order burrito bowl online: pickup in 5 phút, customize ingredients, nutritional info transparent. Digital kitchen: separate line for online orders, throughput +10%. Chipotle Rewards: 33M members, gamification (challenges, bonus points). Kết quả: 3,200 stores, $9.9B revenue, digital 50%.