On a practical level, the customization can put the chains at a disadvantage: Customers can mess up their own orders. Chipotle, too, has been developing more premade ideas, such as a pair of bowls it recently introduced for a pair of soccer players for the U.S. At Subway, for instance, about half of customers take their digital orders as-is, with no customization. With more customers ordering their food from websites and apps, established recipes have become more common. Yet such customization has fallen out of favor in an era of speed and convenience. Subway popularized the concept that workers make their food in assembly-line fashion in front of customers who can customize their orders on the spot-an idea later adopted by much of the so-called fast-casual sector, including Chipotle Mexican Grill.
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“We’re testing various things in different markets.” One such test, several sources said, involves the company slicing its meat on site. “We’re looking at equipment, technology and operating procedures,” he said.
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“It’s much bigger than last year,” he said.Īnd, Haynes added, the company isn’t done. Haynes, however, said this was bigger, representing a fundamental change in how the company wants its customers to order. It is the second time in a year that the company unveiled what it called the “biggest” menu change in the brand’s history, following last year’s “Eat Fresh, Refresh,” which featured several new, upgraded ingredients, including its bread, coupled with a massive marketing campaign.