A Revolution to Chipotle's Digital Business

    On November 18, 2025, Forbes published an article informing everyone about the changes Chipotle's President and Chief Strategy and Technology Officer Curt Garner wishes to make for the company. As it had stood, albeit small, .05% of all online sales were still having fax orders, which you never were able to get a confirmation that Chipotle even received said order, and you had to still go in and pay for it after standing in line, as if you were going in to sit and eat. 

    Garner made online sales go from 5% of total revenue in 2015, when he was the first Chief Information Officer, to 35% in 2024, mostly in part thanks to the app he released for Chipotle in 2017. By 2025, they have launched more programs, like their rewards program, and more recently, their AI program called "Avo Cado." Currently, the AI program is only in its beta stage, and is only being used for corporate tasks, mainly human resources.

    Chipotle has 6 distinct value propositions: High Quality Ingredients, Customization, Sustainability and Ethical Sourcing, Fast-Casual Dining Experience, Community Engagement, and Transparency.

There are still concerns with the use of AI and how far along it has or hasn't come. Some will be skeptical about using AI to order online because of prejudice against AI, but there are people who will use it because it is just another tool to use. 

It is impossible to know what will happen with AI in the future, like how advanced it will become, what it will be capable of, and how far we will push the limits of the programing.