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Beyond Seamlessness

The Chipotle Virtual Farmers Market: a “branded” link from suppliers to customers

Chipotle’s Virtual Farmers Market concept helps the company’s suppliers sell their goods directly to consumers via e-commerce. Each Chipotle supplier gets their own online storefront through which it can sell meat, dairy, grain, and other items. Chipotle helps with development and covers site-hosting fees for the sites for two years.

The consumer experience is much like any other e-commerce site and is a great way to support small farms. The idea is basically an extension of something we’ve seen elsewhere during the pandemic—restaurants selling inventory directly to their customers.

It’s another example of the ongoing blurring of the lines between the restaurant and the grocery store. And for Chipotle, it’s a way to embed their brand into the shopper/supplier dynamic. 



Margarita Marshall, Sr. Strategist, Human Centered Design, Idea Couture

Margarita Marshall

Sr. Strategist, Human Centered Design, Idea Couture