Chipotle Mexican Grill is a fast-food burrito restaurant. It was founded in 1993 by Steve Ells in Denver, CO and currently over 950 locations in 35 states. Each of these 950 locations has a unique layout while keep within the look and feel of Chipotle branding using stainless steel, rough concrete floors, exposed fixtures, and the signature color maroon. The mission of Chipotle is “Food with Integrity”, using naturally raised, grass fed meats and fresh, local produce.
As part of my research I visited the same location 15 times over 10 weeks for a total of 30 hours of observation. I observed employee-employee, employee-customer, and customer-customer interactions. I interviewed seven employees, or crew members, as well as a designer who worked on several Chipotle interiors. Finally, I reviewed company training materials and secondary research on service design, servicescapes, and queues.
As a result of my research, I found that the physical environment of Chipotle is not intuitive to novices. Also the method of ordering and expected script are confusing to new customers.
Key Solutions:
Navigation cues that guide customers to appropriate location
Menu that details step by step ordering process
Create a service flow chart that outlines interaction with customers
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