Chipotle rolls out rewards program
June 27, 2016
by MEAT+POULTRY Staff
Chipotle is trying to bring back customers with a new rewards program over the summer.
DENVER – Chipotle Mexican Grill unveiled its Chiptopia Summer Rewards on June 27, a three-month-long promotion designed to reward frequent diners that starts July 1.
From July through September, customers participating in Chiptopia can earn free rewards for making multiple paid visits to Chipotle restaurants within a given month.
“We created Chiptopia to reward our most loyal customers who continue to support our efforts to cultivate a better world,” said Mark Crumpacker, chief creative and development officer at Chipotle. “While Chiptopia Summer Rewards lasts just three months, we will be carefully listening to our customers and using what we learn as we consider the design of an ongoing rewards program.”
Since the company’s recent E. coli outbreak and multiple norovirus cases, it has been trying to restore its brand and reputation. So far it’s used previous marketing and coupon offers to bring back customers, but it has only been marginally successful at best. Earlier this year, Chipotle posted its first loss ever and a 30 percent same-store sales loss in the first quarter.
Chiptopia Summer Rewards offers three different status levels: Mild, Medium, and Hot. Just four visits, with a qualifying purchase during each, earns Mild status and a free entrée. Customers participating in the program who achieve “Hot” status during all three months can earn up to nine free entrées over the course of the rewards program, plus a $240 “Catering for 20” Bonus Reward.
Customers must spend a minimum of $6 to earn a qualifying purchase.
The program is promoted on Chipotle’s website.