Chipotle just revealed a top reason customers demand refunds — and has a plan to prevent them

Wed, 04/26/2023 - 12:03

People walk past a Chipotle restaurant in NYC. — Chipotle is cutting down on refund requests by using improved location technology on its app. It lets customers know when they're heading to the wrong location to pick up their order, CEO Brian Niccol said Tuesday.
Andrew Renneisen/Getty Images

Chipotle's app now lets customers know if they are going to the wrong location to pick up an order.
Many customers want a refund after realizing they've ordered from or shown up at the wrong store.
Digital orders have slowed down for Chipotle since the early pandemic but remain a source of growth.

Chipotle has a problem: Its customers are showing up to the wrong restaurants to pick up their online orders. When they realize their mistake, many request refunds.

But the chain just rolled out a solution, its CEO said on Tuesday.