QSR June 2023

DEPARTMENT INNOVATE

Chipotle Goes Ghost Like many others, the fast-casual giant is learning how to unlock the true benefits

of a virtual brand. BY SATYNE DONER

I n the wake of COVID, virtual concepts have turned into culinary goldmines. The industry could potentially reach $1 trillion by 2030, according to research firm Euromon itor International. In early February, Chipotle joined the fun with Farmesa, a virtual concept offered via Kitchen United in Santa Monica, California. So far, the fast casual is one of the largest restaurant chains to explore this emerg ing culinary space. For Chipotle, the new venture represents a departure from the traditional ways in which restaurants operate. Executives such as Nate Lawton, the vice president of new ventures for Farmesa, are confident the new brand will allow the company to test future concepts and learn more about what it means to run a suc cessful virtual restaurant. In the past, Chipotle has tried secondary food and beverage ideas, such as Tasty Made and ShopHouse Southeast Asian Kitchen. However, Farmesa is the company’s first move into ghost kitchens, driven by a growing better for-you fast-casual category and the promise to deliver fresh, real ingredients to a wider con sumer base. The inception of Farmesa was

Farmesa taps into a healthy eating trend, especially among younger consumers.

fueled by a fusion of Chipotle concepts and innovations. Lawton expresses “there are some great things we learned from Chipotle that have allowed us to design what we think is super exciting in this space.” While Chipotle has seen modernization in the way of opera tions, store layout, and technology partnerships, Lawton points out Farmesa’s menu is what will truly connect with consumers and keep them coming back for more. Nate Appleman, a James Beard award-winning chef, serves as director of culinary innova tion for Farmesa. A Chipotle veteran, Appleman was the driving force behind the brand’s menu in the mid-to-late 2000s. During Farmesa’s infancy, Appleman teamed up with Lawton to discover what customers were looking for on a menu. “I spent four months with chef Appleman out in the marketplace, just trying to immerse ourselves in what people in the U.S. were looking for,” Lawton says. “We found that ‘fresh eateries’ had the type of food many people were looking to eat multiple times a week.” Farmesa’s menu, inspired by Chipotle’s “Food with Integrity” standards, includes fresh proteins, greens, grains, and vegetables

assembled into a bowl which ranges in price from $11.95 to $16.95. A standard bowl includes a protein, green or grain, two sides, a topping, and a choice of five sauces. Additionally, Farmesa part nered with Tractor Beverage Co. to provide 100 percent organic and all-natural drinks. According to Lawton, the virtual brand reflects the “fresh, real ingredients and classic culinary tech niques” of Chipotle, but the digital model allows room to learn and adapt to customer tastes. The partnership with Kitchen United grants Farmesa the opportunity to be flexible and make changes as time passes. “One of the things we learned from our past ventures is that we wanted to get out and learn on our menu with consumers quickly, which is why we chose this approach,” Lawton explains, regard ing the decision to launch Farmesa in a ghost kitchen. “We want to adapt and evolve as we go.” To launch expeditiously, the ghost concept started with a limited menu. However, customers can now explore a menu that includes items like tri-trip steak, king salmon, and sweet potato chips. Before Farmesa launched at full throttle, Lawton says CONTINUED ON PAGE 63

CHIPOTLE / FARMESA

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