Impeccable CMS Solution for Chipotle Mexican Grill

web • cms • ruby on rails


Chipotle Mexican Grill(CMG) is an American chain of restaurants with more than 25 years in worldwide service across the United States, United Kingdom, Canada, Germany, and France.

The team at CMG wanted a custom CMS solution that would allow them to manage all of their online presence using a single command center. As the feature set they were looking for was further down the line for SiteCore, Chipotle’s digital marketing team decided to go a custom CMS solution.


Vinsol was asked to build a user-friendly, robust and adaptable content management system to power multiple online portals which would be available in multiple languages and multiple geographies with pressing challenges like traffic spikes, security vulnerabilities, and marketing campaigns to name a few.


Vinsol built a robust Content Management System on Rails for CMG marketing team keeping their enthralling and challenging business requirements in mind.

We adopted a modular approach for managing the colossal content and extensive data pertaining to the sites.



Here are some key highlights for this online experience:

  • Being able to build up a completely new site overnight.
  • Able to manage multiple translations to run the site in various languages.
  • Uploading new assets in the form of images, videos and documents.
  • Single/Multiple Page Publishing
  • Highly scalable.
  • SEO friendly
  • Enable responsive themes as per business requirements.
  • Authenticated login for CMG-CMS users with ADFS integration.


CMG-CMS built using Ruby on Rails framework acts as the perfect solution for ever-changing needs of the Chipotle marketing team along with the essential 3rd party service integrations like Salesforce, ExactTarget, and Vibes.

Chipotle is spread across 2000 locations worldwide.

To manage the enormous unpredictable user traffic and spikes we implemented AutoScaling of servers (an Amazon feature) for seamless functioning of sites and the business to make sure minimal manual intervention is required.

CMG garnered a whopping revenue of USD $ 4.5 Billion in 2015.

The Custom CMS is not only powering the Chipotle Mexican Grill but also it’s other restaurant portals like ShopHouse Kitchen and Pizzeria Locale.

Highly scalable platform which handles more than 100k concurrent users.