Chipotle’s (NYSE:CMG) partnership with Sparkfly has enabled key
marketing program growth and innovation. Sparkfly’s foundational
technology has supported Chipotle in creating a best of breed partner
ecosystem and launching digital initiatives including the Chipotle
Rewards Loyalty Program, In-Restaurant Technology Intelligence and
Frictionless Online Ordering.
Chipotle’s recent success, including modernizing the digital customer
experience, has resulted in total sales rising nearly 10% from the first
quarter of 2018 to the first quarter of 2019 and digital sales growing
by 100.7% from the prior year. Additionally, 15.7% of first quarter
sales were made up by digital sales. This has been made possible, in
part, by Sparkfly.
Chipotle partnered with Sparkfly in 2017 to implement a promotions
management platform that streamlined the flow of data between systems,
empowered marketing and significantly reduced existing hands-on support
required from their IT and POS (Point-of-Sale) support teams.
“Just as we are committed to using high-quality, real ingredients in our
restaurants; we knew using top-tier technology providers was critical to
the success of our digital experience,” said Curt Garner, Chief
Technology Officer of Chipotle. “Sparkfly allows us to dynamically
interface with both in-store and above-store technology and provides all
of the capabilities we need to meet our long-term goals.”
With Sparkfly’s foundational technology, Chipotle has been able to build
a best of breed partner ecosystem and launch the following digital
initiatives:
Chipotle Rewards Loyalty Program
With digital wallet
capabilities provided by Sparkfly, Chipotle can collect transactional
data, apply loyalty rewards and process personalized discounts received
through any form of media or distribution channel; all through
single-scan technology at the POS.
Chipotle Mobile App Campaigns
With Sparkfly’s technology,
Chipotle can make all offers available directly to customers in their
Chipotle Mobile Wallet, which can be used seamlessly in-store, online
and via in-app ordering.
In-Restaurant Technology Intelligence
Sparkfly’s POS
middleware powers Chipotle’s single-scan technology and enables the
real-time communication of all transactional data to other marketing and
analytics technologies.
Valuable Offer Strategy
Sparkfly powers digital promotions
that market exciting menu innovations and leverage new media channels
and partners.
Frictionless Online Ordering
With Sparkfly’s offer-to-online
ordering technology, Chipotle customers can redeem an online offer with
a single click, reducing cart abandonment. Beyond that, Sparkfly
streamlines Chipotle’s promotion capabilities by enabling a single
platform that manages all offers being redeemed through the online
ordering platform or at the in-store POS.
“We are thrilled with Chipotle’s success using the Sparkfly platform and
believe they are a testament to what a best of breed technology strategy
can deliver,” Sparkfly Founder and CEO Catherine Tabor, said. “More than
ever before, digital, data and the ability to track promotions in
real-time all the way through to the transaction, has changed how
companies are doing business. Sparkfly has always been at the forefront
of leveraging that technology and we are excited to fuel strategies for
top brands like Chipotle.”
About Chipotle
Chipotle Mexican Grill, Inc. (NYSE:CMG) is
cultivating a better world by serving responsibly sourced,
classically-cooked, real food with wholesome ingredients without
artificial colors, flavors or preservatives. Chipotle had approximately
2,500 restaurants as of March 31, 2019, in the United States, Canada,
the United Kingdom, France and Germany and is the only restaurant
company of its size that owns and operates all its restaurants. With
more than 70,000 employees passionate about providing a great guest
experience, Chipotle is a longtime leader and innovator in the food
industry. Chipotle is committed to making its food more accessible to
everyone while continuing to be a brand with a demonstrated purpose as
it leads the way in digital, technology and sustainable business
practices. Steve Ells, founder and Executive Chairman, first opened
Chipotle with a single restaurant in Denver, Colorado in 1993. For more
information or to place an order online, visit www.chipotle.com.
About Sparkfly
As the creator of the Relationship
Realization category, Sparkfly leverages its patented, Offer Management
and Point-of-Sale (POS) attribution platform to connect marketers and
third-party technologies to actual customer experiences in-store, online
and via mobile POS systems. No matter how complicated the point-of-sale
system may be, Sparkfly can run unified marketing programs across
multiple franchise locations, and, for the first time, unlock real-time
attribution across any media channel. Sparkfly brings brands closer than
ever to their customers by empowering frictionless personalized
interactions that establish real relationships. By understanding
individual customer journeys and purchase behaviors, marketers and
consumer insight strategists maximize the effectiveness of their
omnichannel customer engagement campaigns. Visit www.sparkfly.com
to learn more about Sparkfly.
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