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Simplicity Rules

Adam DuVander on keeping it simple

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Chipotle DSL is a hit with me

February 9, 2006 by Adam DuVander

Chipotle is a fast-ish food mexican restaurant. There is one right outside my office building.

Chipotle is right out my office window

Recently I discovered that Chipotle’s Web site will let me order online through their Don’t Stand in Line feature.

Chipotle confirmation

Usually I put the order in fifteen minutes ahead of time or so. When I arrive at the restaurant to pick up my burrito, I walk past a line that usually wraps around the store. The worker at the register grabs my pre-made order and takes my money.

Chipotle to go bad

Chipotle DSL has worked well for me. The employees are still a little confused by it, which makes me think there aren’t a whole lot of people taking advantage of it.

A friend and I had an idea over two years ago to help Portland restaurants provide this service to its customers. I still think that’s a great idea (but you know what I think of ideas), especially with a company like Chipotle helping people be more comfortable with it.

Comments

  1. Mike Duffy says

    February 11, 2006 at 10:14 am

    Although they don’t broadcast it, Chipotle’s is owned by McDonald’s.

    Reply
  2. Adam says

    February 11, 2006 at 10:26 am

    And Mickey D’s took Chipotle public last month.

    Reply
  3. JV says

    February 11, 2006 at 11:04 pm

    They couldn’t have picked another acronym? DSL!

    Reply
  4. Adam says

    February 12, 2006 at 3:16 pm

    I think it’s cute, but I’ve obviously already drank the Kool-Aid.

    Reply

Trackbacks

  1. Simplicity Rules » Offline-online connection says:
    July 7, 2007 at 7:48 pm

    […] It’s another way of making the Offline-online connection. Newspapers need it. Local retailers need it. And websites with any local focus could benefit. Look at dating sites now (or, BBSes back in the day) for some examples of connecting people to each other. Chipotle does a good job of getting me from a site visitor to a burrito eater. […]

    Reply

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Simplicity Series

  • Designing the Obvious
  • Paradox of Choice
  • Laws of Simplicity

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