Chipotle Mexican Grill announced Monday that it is now setting its sights on improving its mobile presence and boost its mobile order and payment service.
With its new goal in mind, Chipotle hired former Starbucks chief Information officer (CIO) Curt Garner to handle the job, USA Today has learned.
Not only did Chipotle take Starbuck's former CIO, it is also following the coffeehouse's strategy in improving customer service.
Garner is going to be the Mexican restaurant's very first CIO, and having him around would mean an improvement to Chipotle's app that, for the time being, only allows customers to order food.
Starbuck's mobile app, on the other hand, has been very efficient in serving its purpose. Aside from getting orders from customers, it also reports the wait times at nearby Starbucks branches, New York Post reported.
Chipotle may not be thinking of incorporating similar features to its app, but once improved, the Mexican restaurant's app will support mobile ordering and handle different payment systems.
"We are changing the way people think about and eat fast food," Steve Ells, who is Chipotle's founder, CEO and chairman was quoted to have said in a statement, according to Denver Post.
The CEO adde, "Inherent in that vision is our quest to provide the very best restaurant experience we can. As we look for ways to create efficiencies in our restaurants and improve the customer experience through the strategic use of technology, Curt's experience and expertise make him an ideal and welcome addition to our management team."
Chipotle's new strategy comes in the wake of many fast food industries working on their mobile apps for a more efficient customer service. Companies who are also doing the same thing include Panera, Taco Bell and Domino's.
Chipotle has over 1,800 branches in the United States.
