Chipotle Launches Summer of Extras Rewards Program
Chipotle Mexican Grill has announced “Summer of Extras,” a new rewards campaign designed to increase customer participation and offer over $1 million in free burritos. Running from June 1 through August 31, the program aims to increase loyalty, digital use, and visit frequency.
Weekly Burrito Offers & Year of Free Burritos
Each week, 10,000 Chipotle Rewards members will be selected at random to receive a free burrito. In addition, one participant in each of the 48 states where Chipotle operates, plus Washington D.C. will win “burritos for a year,” which includes 52 free entrée codes and a $100 gift card.
How the Program Works
To join the program, customers must be Chipotle Rewards members and opt in through the official program page. Once enrolled, members can complete up to four milestones each month based on entrée purchases.
Each milestone unlocks bonus points, sweepstakes entries, and digital badges:
- Milestone 1: 1 entrée = 50 bonus points + 5 entries
- Milestone 2: 2 additional entrées = 100 bonus points + 10 entries
- Milestone 3: 2 additional entrées = 200 bonus points + 15 entries
- Milestone 4: 2 additional entrées = 300 bonus points + 30 entries
Members are limited to two qualifying purchases per day, and all milestones reset at the start of each month, encouraging ongoing participation throughout the summer.
Statewide Leaderboard Competition
A leaderboard built into the rewards platform lets users track how they rank compared to others in their state based on the number of purchases. It also shows data such as favorite add ons (like guac or queso) and the number of restaurant locations visited.
This feature highlights user activity and encourages return visits by showing progress in a measurable way.
Offer for New Rewards Members
New members who join Chipotle Rewards during the campaign will receive free guacamole after placing their first order of $5 or more. This offer aims to bring new users into the program and give them an immediate reward for signing up.
Business Strategy & Considerations
The “Summer of Extras” campaign is designed to achieve several business goals:
- Increase customer retention by encouraging multiple visits each month
- Drive digital engagement through use of the Chipotle app and website
- Grow the rewards program through incentives for both new and existing users
- Gather customer data to understand habits and regional trends
The company is investing a large amount in free product, which represents a significant cost. Also, requiring members to opt in manually may reduce participation. However, the structure of the program is intended to generate frequent use and increase average spending per customer.
Conclusion
Chipotle’s “Summer of Extras” is not just a seasonal promotion it is part of the company’s wider strategy to build a more connected and consistent customer base. By offering free food, a structured rewards path, and interactive features, Chipotle is working to grow its rewards program and bring more people into regular use of its app and services.
