Chipotle Pilots New Loyalty Program in 3 Markets
Chipotle Mexican Grill is piloting a new loyalty program, Chipotle Rewards in three test markets: Phoenix, Kansas City (both in Kansas and Missouri), and Columbus, Ohio.
"At Chipotle, we've been very focused on making our brand more accessible and growing love and loyalty among our customers," said Curt Garner, chief digital and information officer at Chipotle. "Now, with Chipotle Rewards, the more you Chipotle, the more you earn points towards free Chipotle."
Eligible customers in each of the three test markets can sign-up for Chipotle Rewards via the Chipotle app or on Chipotle.com. Those who enroll can earn 10 points for every $1 spent, with 1,250 points resulting in a free entrée. Offering a free entrée of choice allows customers to choose their favorite menu item without restrictions .
Chipotle knows instant gratification is important, so customers in pilot markets can also earn free chips and guac after their first purchase using Chipotle Rewards.
Chipotle Rewards also includes a highly sophisticated, hyper-personalized CRM program that allows for targeted communication to drive trial, menu exploration and brand affinity.
The program is being tested via the company's new stage-gate process, which allows Chipotle to test, learn, listen to customer feedback, and iterate extensively before moving ahead with a national launch, currently slated for 2019.
"Chipotle Rewards is a critical part of our efforts to digitize and modernize the restaurant experience," added Garner.
Chipotle Rewards is one of the ways the company is doubling down on making the brand more accessible through digital innovation. Following the recent launch of Chipotle's direct delivery service, the company has seen steady growth in digital orders. Additionally, Chipotle has digital pick-up shelves that help customers and delivery drivers get their food faster, as well as tech-enabled second-make lines that allow employees to quickly prepare fresh entrees as digital orders are placed.