Have you ever been to a Chipotle Restaurant in New York City during lunch hour? There are literally lines out the door – even in the winter. It can be very discouraging. Yesterday I decided to check out www.chipotle.com and I was pleasantly surprised by a fun, interactive website.
Within two minutes I easily became a registered user. I was not necessarily planning to eat Chipotle for lunch but the website got me in the mood. I had so much fun designing my burrito online and better yet, I was able to skip the entire line when I picked it up. Just like the burrito-making station at the store, Chipotle.com offers a virtual burrito-bar, complete with voice interaction. You can even add more or less of one ingredient. I was hooked.
The next day I told all my co-workers about the website and went back again. When I signed in, Chipotle.com asked me, “Would you like the usual Lee?” It was both easy and fantastic.
This type of interactive and enjoyable customer experience should be a necessity for all products and brands.
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April 4th, 2006 at 9:00 am
Thanks for the heads up on this. I know where I am going to order lunch now. What a great feature and appropriate for a Manhattan lunch crowd that doesn’t like to stand in line.