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09/02/2021

Chipotle's Digital Sales Top $2B; Loyalty Program, App Experience Continues to Evolve

Extras platform allows Chipotle Rewards members to unlock extra points and collect achievement badges.
Anna Wolfe
Senior Editor - Restaurants
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Extras gamifies Chipotle Rewards with personalized challenges to earn extra points and collect achievement badges. 

Chipotle Mexican Grill is continuing to evolve its digital experience with enhancements to the Chipotle Rewards program, which has helped the brand to surpass $2 billion in digital sales this year. The Chipotle Rewards program now boasts 24 million members and remains among the fastest growing loyalty programs in the history of the restaurant industry.

The Extras 


Today, Chipotle is officially rolling out Extras, an exclusive feature for Chipotle Rewards members that unlocks access to extra points, helping members get to free Chipotle even faster.

Extras gamifies Chipotle Rewards with personalized challenges to earn extra points and collect achievement badges. 

How it Works

Chipotle Rewards members can access Extras by visiting their profile on the Chipotle app or Chipotle.com. Members can participate in Extras to earn extra points towards rewards, plus collect all-new achievement badges. Points can be redeemed for a variety of rewards in the Rewards Exchange for free menu items, apparel, and more.

"Offering new ways to engage with Chipotle is essential to the ongoing evolution of our digital business," said Chris Brandt, Chief Marketing Officer. "The new Extras feature gamifies Chipotle Rewards through special challenges and allows Rewards members to celebrate their achievements with special badges."

Chipotle Rewards members earn 10 points for every $1 spent in the restaurant, online, or in the app – and now with Extras, can have chances to earn even more. Members can redeem their points in the Rewards Exchange, choosing from more than 15 different reward options including free guac, drinks, and apparel from Chipotle Goods. Members can also redeem their points to support a variety of Chipotle's non-profit partners like The Farmlink Project, National Young Farmers Coalition, and the National Urban League. For more information on Chipotle Rewards, fans can visit: CHIPOTLE.COM/REWARDS.