Chipotle has introduced a new feature on its app and website called Real Foodprint that details the brand’s supply chain practices and shows the sustainability impact of customers’ digital orders, which they can share on Twitter.
The sustainability impact tracker compares average values for each of Chipotle’s 53 ingredients to their conventional counterparts against five key metrics provided by independent research company HowGood.
Chipotle enlisted Bill Nye the Science Guy to demonstrate how the Real Foodprint feature works in his latest TikTok video where he plays both the part of a Chipotle patron and employee. Within six hours, the video amassed 237,700 likes and nearly 2,400 comments.
When placing orders on Chipotle’s app or website, the order confirmation message will display data on environmental savings based on averages for the ingredients that comprise a customer’s order. Those savings include less carbon in the atmosphere, gallons of water saved, improved soil health, organic land supported and antibiotics avoided. Customers can share their order’s tracker results on Twitter.
To determine the impact each Chipotle ingredient has on the environment and animal welfare, HowGood collects information from Chipotle’s suppliers and over 450 data sources like peer-reviewed scientific literature, industry findings and research from government and non-governmental organizations such as the United States Department of Agriculture, World Health Organization and the United States Food & Drug Administration.
According to its latest earnings report, Chipotle’s sales surged 14.1 percent from last year to a quarterly record of $1.6 billion as digital sales grew 202.5 percent and accounted for nearly half of total sales. However, its profit dropped 19 percent due in part to delivery expenses. Chipotle says its delivery fees don’t fully cover the commissions it pays to partners such as Grubhub and DoorDash.