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The U.S. Military Academy sits at the head of Main Street in the Hudson Valley town of Highland Falls, N.Y., an ideal setting for college-town shops like quick serve restaurants. Here, Chipotle recently chose a spot yards from West Point s imposing gates as a proving ground for its digital kitchen.
It s a restaurant with no dining room or service line. Most of the dining experience takes place on an app, website or third-party order platform. And Chipotle sees this as more than a COVID line-busting concept in a high-volume location.
People can still look into the kitchen from the lobby, hear the cooks and smell the food. There s a sense of permanence. Chipotle imagines a future in which people will want the experience of a restaurant without actually having to spend 90 minutes inside.
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