Chipotle this week updated its popular mobile app that hosts nearly 30 million Rewards members. The updates are certainly not sticky notes, but simple new feature additions aimed at reducing friction for loyal consumers who have proven to visit more often and spend more money on brands.
Specifically, users can enable push notifications that provide order status updates, warn if they’re at the wrong pickup location, or prompt them to scan their reward points upon arrival at a Chipotle restaurant. It is now possible. These new features are part of the company’s “Contextual Restaurant Experience” program, which was first announced in September, facilitated by GPS-enabled technology. Chipotle’s functionality, powered by Radius Networks’ technology platform Flybuy, was tested at 73 restaurants in Cleveland before a broader rollout this week.
In an email statement, Nations Restaurant News, Nicole West, vice president of digital strategy and products, said: The Contextual Restaurant Experience, powered by Flybuy, identifies a loyalty member’s intent upon arrival and uses the data to provide ready-to-order messages, reminders to scan his Chipotle Rewards QR code at checkout, and wrong location detection. and more to improve your experience. ”
According to Nick Patrick, CEO of geofencing platform Radar, such an “enhanced experience” is becoming increasingly necessary.At a recent Create webinar hosted by Nations Restaurant NewsPatrick said consumers have higher expectations than ever because of “the Amazon and Uber effects we’re all used to.”
“Order something, have it delivered the next day, know where it’s in transit – we expect this kind of seamless, frictionless experience from every app we use,” he said. I was. “How do you get people to download and use your app? This is a big challenge, but a big opportunity to provide a frictionless experience.”
However, the benefits here go beyond the customer’s experience and expectations. This kind of real-time communication and geo-tracking will allow kitchen crews to better sequence and prepare orders, so customers can receive their food faster when they arrive and, in theory, of higher quality. increase. So as loyalty programs continue to evolve, it’s very likely that these types of location-based features will be added to your app. Location-based intelligence is projected to grow by 90% over the next three years, according to MarketsandMarkets Analysis.
“Ultimately, all of this leads to a really seamless, great customer experience that keeps customers coming back,” says Patrick. “And all of that is a ladder to loyalty.”
Chipotle plans to share more information about its Contextual Restaurant Experience program during its fourth-quarter and full-year earnings calls on Feb. 7, according to a company spokesperson.
Contact Alicia Kelso: [email protected]
