Week 9 Project Deliverable 4 - Submit here

The benefits of innovation for the long-term survival of the company

One of the driving factors when it comes to the use of technology for realizing success at the Chipotle Mexican Grill is the use of digital innovations. The company introduced a mobile payment and order to enable ease of access of their products to the customer base. The company also got into a contractual agreement with other franchisees to fund new tech initiatives. Part of the agreement includes the introduction of self-service kiosks to expand delivery within its markets (Oh, Phillips, Park, & Lee, 2016). The company also has a Google Play Store application, which enables the customers to order for pickup, door-to-door deliveries, and incorporates the use of online payment in the form of Apple Pay. According to the Chief Digital and Information Officer Curt Garner, the company plans to adopt flat-screen panel displays to enable the staff members to accomplish off-site order effectively, thereby improving the production process. The best strategy for strengthening innovation in the company would be to invest in a diverse workforce, idea generation and developing a deeper understanding of the customers.

The expected changes in the industry in a period of five to ten years

With the emerging trends in technology, the company is as well in the right direction because it has adopted most of the lucrative technological capabilities. The company has invested more finance in developing its brand through marketing. The company has majored in giving the customers dishes made out of quality organic ingredients as compared to its competitors like Kentucky Fried Chicken (KFC) and Qdoba Restaurant Corporation. As such, the most probable outcome in a span of five to ten years will be the company increasing its market share. The company has also invested in building a strong brand portfolio. The company will, therefore, find it easy if in case the organization opts for expanding their product line.

The company’s top advantage over its competitors

Chipotle Mexican Grill is considered unique because of its ability to obtain organic ingredients like natural chicken and pork meat to bring out the best in their preparation of dishes without adding any artificial color or flavors. The organization also has a green initiative policy from reprocessing of glass and plastics under its environmental conservation strategy. As such, food with integrity plays a pivotal role in the company. Automation of its operation has also brought consistency of quality to the restaurant’s products and also to adjust the conditions of the market (Van de Ven, et al., 2017).

Strategies that the company could use to make use of its innovation breakthroughs

Information communication technology has contributed enough to the trends in innovation. The company can make use of technologies like revamping its stores by incorporating self-service kiosks and table service. The company’s use of mobile ordering and payment continues to improve. The company can also use the data gathered via such platforms to personalize and customized marketing strategies. The touchscreen permits the user to interact with the device directly without the use of peripheral devices like a mouse or a keyboard.

A touchscreen terminal is a type of touchscreen used for business application. It is a tool of ease and has a monitor-like interface. Such technology is equipped with a restaurant software developed with an inbuilt interface that enables new hires and taking orders instantly and with no effort. Self-service kiosks improve customer experience. For customers who would love to order a delicious and tasty meal, the self-service kiosk would increase the likelihood of buying one (Kim & Qu, 2014). Self-service kiosks also reduce stress and delays related to long queues. A touchscreen terminal would be beneficial to the restaurant because of its convenience. The touchscreen terminals are also accurate and fast when it comes to executing various tasks. By merging the data entry method with a display, touchscreen terminals minimize the entire size of a device.

Should Chipotle Mexican Grill incorporate the trends above, the company will be able to reinforce its competitive advantage. The company has also incorporated the use of payment forms like American Express, Visa, MasterCard, and Apple Pay. As such, clients can transact sales online from abroad. It is the trend that has simplified innovators transaction processes. The company also uses a virtual assistant and advertising strategies.

References

Kim, M., & Qu, H., (2014). Travelers’ behavioral intention toward hotel self-service kiosks usage. Global Journal of Contemporary Hospitality Management, 26(2), 225-245.

Oh, D. S., Phillips, F., Park, S., & Lee, E. (2016). Innovation ecosystems: A critical examination. Technovation, 54, 1-6.

Van de Ven, A., Adner, R., Barley, S., Dougherty, D., Fountain, J., Hargadon, A., ... & Schilling, M. A. (2017). Increasing benefits and reducing costs to society of technological innovation. Behavioral Science and Policy Journal, 3(1), 94-103.