Behold The Shocking Popularity Of Chipotle's Burrito-Ordering iPhone App
Yesterday, a magical new application appeared in the iPhone App Store. What did it do? Well, it allowed you to order burritos from Chipotle (for pick-up). From your iPhone.
There's apparently such a huge demand for this service that it broke the application.
From TechCrunch:
As it turns out, the company decided to pull the application after a few hours because of unexpected demand that was overloading its servers. User requests were timing out with enough frequency that the team decided it would rather hold off until it could offer a more enjoyable and reliable experience. The current goal is to have it back on the App Store in two weeks, along with some cosmetic changes (many of the user reviews that were left while the app was still available had some complaints regarding the user experience).
If you already downloaded it, the application will continue to work — but the rest of you will just have to wait until they figure out how to deal with the demand for hi-tech burrito ordering.
We wonder if this says more about people's desire to use their phones to order food in new and different ways — or is it really just a commentary on how interminable a lunch-time line at Chipotle can be.
The Case Of The Missing Burrito [WaPo]
(Photo:tubbynj)
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Comments:
Sometimes the line at Chipotle can be pretty bad. I think that is reason enough to order in advance.
I think it is about convenience. People that have iPhones now can easily not talk to anyone and order their lunch and go pick it up skipping the line.
I would always order online at the website but if I am already out of the office or home and I want it I can just order it then go pick it up.
I think these apps are a great idea though.
For those of you without iPhones -- if the line is long when you get there, you could just call the phone number and put your order in while you're waiting in line -- essentially skipping the people in front of you by using the phone.
@rockstarjoe: 'tis true. I would use it if I had an iPhone.
Mmmm I haven't had Chipotle in forever...
What we really need is an app for SeamlessWeb.
@se7a7n7: Since some restaurants already have online ordering, I'm not surprised to see an iPhone specific version. I remember being able to order Papa John's pizza online (at least before I moved and now neither of the locations near my house will deliver to me, claiming the other is the one that would cover my address).
...best.....thing......ever.....
Although not at Chiptole I have, on occasions, called in a pick-up order while I was waiting on a much-too-long line. I think the app is a less obtrusive way to handle, so people in front of you don't overhear what you are doing and get ticked.
I hope nobody confuses the iphone for a burrito.
My gut tells me they designed it to be easily overloaded so they could get media attention. Then again my gut tends to be cynical.
@cabjf: I seem to remember also seeing a Papa John's or Domino's Pizza commercial where you can order by text message. I can imagine only nightmare and horror for all companies and consumers involved.
Damn wheres the HTC touch plat version of this app for burrito lovers like myself?...
I might have to get an iPhone...
But AT&T, naw forget about it.
Meh. I wanted to place an online order from the Chipotle website once and was turned off by the overly-Flashed interface and the requirement to create a user id and password, just to order a flippin' burrito. On the other hand, at least they don't yell at you when you walk in the door. Yes, I'm looking at you, Moe's.
@AlxFherMana: >1,000 burrito! =D But @rockstarjoe, I agree - while the line moves fast, it is quite long during lunch everyday!
For sure! Just go to any of the Chipotles in the Loop (downtown Chicago). It can take 15-20 minutes to get to the freaking counter.
Of course, it's usually filled with first-timers who have no clue how to order.
Steak bowl w/ pinto beans, pico de gallo, corn salsa, sour cream and cheese! Woot!
Buzzkill time: A burrito with rice, black beans, chicken, corn salsa, lettuce, cheese and sour cream amounts to a caloric total of 1115 calories! Woot! 41g fat! yay! 104% of your daily allowance for sodium! HOORAY!
Thank you for calling Chipotle. Para español, oprima el uno. For the bathroom, press number two. To order a fried app, press 3. To order an iPhone app, press 4.
I'd rather punch myself in the dick than eat the swill they pass as burritos at Chipotle.
Chipotle always tastes like cardboard to me -- it's a shame people are lining up for this stuff, especially here in downtown Chicago, where there are plenty of much better Mexican-American options.
I have to agree... Chipotle is not good eats. Every time I've eaten there my stomach's gotten upset, and I loooooove Mexican food.
Yesssssssssssssssss! Barbacoa bol FTW!
@cynical_bastard:
1. Buy iPhone.
2. Unlock iPhone. (Jailbreak, also, if wanted or needed.)
3. Insert SIM card from better carrier.
4. PROFIT!
@hellinmyeyes: I can order Domino's on my Tivo... (I haven't but if it were Papa John's, and if PJ's delivered to my hood, I'd be all over that)....
Just like "iPity" this is the app that I didn't know I needed until I saw that it existed. There's a chipotle right down the street from work. :)
Ugh Chipotle. What I don't get is why people love this place so much. It's owned by McDonald's and everything on their menu is bad for you. No thank you.
@ShrigauriBubulcus: Hey! If I'm gonna die, I'm gonna die happy!
"Life should NOT be a journey to the grave with the intention of arriving safely in an attractive and well-preserved body, but rather to skid in sideways, karaoke mic in one hand, beer in the other, body thoroughly used up, totally warn out, and screaming 'WOO HOO! What a ride!'"
@cabjf: I have this problem too, but with Domino's. It's ridiculous. I tried to order online, only to have the store that the website assigned my order to get into some sort of turf war with another store in the area. In sum, I never got my pizza because neither location would take the order. It was insane.
mmMmmmm Chipotle's. I'd break down and get an iPhone just to have this app.
@Matt: It USED TO be owned by McDonald's, but they've been spun off. Otherwise, I agree with you. I went through a phase when I would drive the 20-30 miles to the nearest Chipotle, until, one day, when I was holding that big, messy, foil-wrapped brick and trying to shove its second half down my throat, I realized how disgusting it actually was.
@ViperBorg: Don't forget you need to pay an ETF from AT&T and that the only other remotely viable GSM provider in the US is T-Mobile and their coverage is less than stellar.
AT&T really isn't all that horrible.
@DePaulBlueDemon: Chipotle first-timers are almost as bad as In-n-Out first-timers. About once a month, I hear an In-n-Out staffer explain that no, they don't have chicken sandwiches or mayo.
Once at the Chipotle on Alvarado in L.A., the guy running the tortilla press sent a guy to the end of the line for not being able to make up his mind. BURRITO NAZI!!
Thanks for using my fat face on a Chipotle story not once, but twice, Consumerist!
@Cortina: When you get the runaround from pizza locations, three way call the other location with the manager on the line. That way you can listen to two managers fight over who will take the order. It really is quite fun.
@ShrigauriBubulcus: If you skip the tortilla and the sour cream the numbers won't be nearly as bad. The tortilla has most of the sodium and that's the only thing they don't make in store. And as was already pointed out, a burrito can easily be made into multiple meals. At least all the ingredients are fresh and from quality sources.
@Matt: A) McDonald's sold their entire share of Chipotle over two years ago. B) Not everybody wants to eat healthy all the time.
Chiptole is great for a free burrito. Worth every penny.
@hellinmyeyes: Dominos Pizza Tracker has changed my life. I can order online, and see when Mike took my order, Sally made the pie, cooked it and boxed it, and Johnny put it in the backseat of his '94 civic hatchback. I can predict within 45 seconds when the doorbell will ring. Its AWESOME.
@rockstarjoe: You should go to Baja Fresh instead, it's a HELL of a lot better.
It's nice to get some meat to go with your rice.
@rockstarjoe: you would think they are giving the food away at the Chipotle on Maiden Lane in NYC. I never understood standing in line for 1/2hr+ in sweltering heat for a burrito.
This is the only reason I want an iPhone. 3rd party apps galore, from the mundane to the incredibly useful. Another great example is the Mint.com iPhone app.
Our Blackberries should get these goodies too :(
@Matt: So what if McDonald's owns them? Does that make Chipotle inherently evil?
Please take your flawed thinking elsewhere.
I still don't get it...
Anyway, expect to see 2 or 3 more restaurants following suit within a month.