Case Study: Chipotle chips away at digital experience issues to improve customer satisfaction
Key results
The challenge
Chipotle's analytics team needed to understand not just where customers dropped out of the online ordering process, but why. Traditional web analytics showed fall-off points without explaining the underlying cause. A service error was appearing for a subset of customers attempting to complete an order.
The solution
Using Fullstory Session Replay, the analytics team uncovered the service error and measured how often an unavailable-menu-item message appeared, the conversion difference between customers who saw it and those who didn't, and the associated estimated revenue loss. They documented the financial impact and shared it with the product team to prioritize a fix.
“Fullstory really helps us fully understand frictional points in our processes. With just web analytics, you don't get that. You can see where people are falling out, but not why.”
JWJeff WrightManager, Digital Commerce Analytics and Optimization, Chipotle
The results, in context
After the fix, Chipotle reclaimed 71.5% of the revenue impacted by the error. The team monitors menu-item availability across 3,500+ global locations and continues to find and fix online-ordering friction while improving inventory processes.