From Fax Machines to AI: How Chipotle’s CTO Revolutionized Its Digital Business
In a world where technology is constantly reshaping industries, few stories are as compelling as that of Curt Garner, the Chief Technology Officer and President of Chipotle. Under his leadership, the beloved burrito chain has undergone a dramatic digital transformation, skyrocketing its online sales from a mere 5% to over a staggering one-third of its total revenue.
Garner’s journey at Chipotle is not just a tale of numbers; it’s a testament to innovative thinking and adaptive strategies. From the days when the company relied on fax machines to facilitate orders, Garner recognized early on the need for a robust digital ecosystem that could not only streamline operations but also enhance customer experience. This visionary approach has not only modernized the way Chipotle interacts with its customers but has also set a benchmark for the fast-casual restaurant sector.
The transformational journey began with a fundamental reassessment of Chipotle’s digital infrastructure. Garner spearheaded initiatives to develop a user-friendly app and website that allowed customers to effortlessly place orders online. With the rise of mobile technology, this digital pivot was not just timely; it was necessary. As societal shifts towards online ordering and delivery gained momentum, Chipotle embraced these changes, realigning its business model to cater to the evolving preferences of its tech-savvy customer base.
But Garner’s ambitions didn’t stop at merely creating an online ordering platform. He understood the implications of artificial intelligence and data analytics. By harnessing AI-driven insights, Chipotle could better understand its customers’ behaviors, preferences, and trends. This informed everything from menu offerings to marketing strategies, leading to a tailored dining experience that resonates with customers. The introduction of predictive analytics has empowered Chipotle to optimize inventory management, ensuring that each restaurant is stocked with the ingredients its customers crave—minimizing waste while maximizing satisfaction.
Garner’s leadership also emphasizes the importance of a seamless, integrated experience. The launch of Chipotle’s rewards program is a prime example of this philosophy in action, incentivizing online orders while fostering brand loyalty. By marrying technology with customer engagement, Garner has helped cultivate a strong community around Chipotle, one that continuously drives repeat business.
As the digital landscape becomes increasingly competitive, the success of Chipotle serves as a valuable case study for other businesses looking to navigate their own transformations. Curt Garner’s vision, coupled with his practical approach to leveraging technology, illustrates how innovation can turn challenges into opportunities—ultimately driving growth and establishing a brand that resonates with modern consumers.
The story of Chipotle under Garner’s stewardship is far from over. As technology continues to evolve, so too will the methods by which brands engage their customers. For Chipotle, the journey from fax machines to AI is just the beginning, and the future promises to be deliciously dynamic.
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Video “From Fax Machines To AI: How Chipotle’s CTO Revolutionized Its Digital Business” was uploaded on 12/12/2025 to Dailymotion Channel Forbes