Chipotle Wants to Revolutionize the Format of the Customer Loyalty Program

Chipotle Mexican Grill has introduced a new feature to its rewards program that offers members up to 10 free food items throughout 2023. Called “Freepotle,” this new perk is designed to give Chipotle an edge over its competitors by providing a more attractive alternative to subscription programs.

From January 9th to January 13th, randomly selected consumers who comment “Freepotle” on Chipotle’s TikTok Live and Instagram Live feeds will have a chance to win free Chipotle for a year through a spin of the Freepotle Prize Wheel.

Additionally, drawings that can be entered via in-restaurant and digital orders will award 3,100 customers free Chipotle for a year. Existing members will be automatically enrolled in Freepotle, and non-members can access the perk by joining by March 6th.

Chipotle has made expanding and improving its rewards program, which now has more than 30 million members, a key focus over the past few years.

The Freepotle perk is the latest addition from a brand that has used free food items like guacamole and other side dishes as incentives to encourage customers to increase their orders.

In a statement, Chipotle’s Chief Marketing Officer, Chris Brandt, said that the Freepotle program is intended to be a more appealing option than the “pricey subscription programs” that have become common at QSR (Quick Service Restaurant) and fast casual chains. Both Taco Bell and Sweetgreen launched subscription plans, the Taco Lover’s Pass and Sweetpass, respectively, last January.

But let’s be real here – free Chipotle for a year sounds amazing, but it may also be tough on the ol’ digestive system. You might want to invest in some extra antacids and emergency bathroom supplies if you win this prize. Just a friendly reminder to pace yourself, folks!

Chipotle is promoting the launch of Freepotle in a variety of ways in an effort to retain current members and attract new ones. The Freepotle Prize Wheel will use the live viewing and commenting features of TikTok and Instagram to gamify the experience, targeting ad-averse consumers on these social media platforms. Additionally, Chipotle rewards members can enter to win free Chipotle for a year by making a $5 purchase either in-restaurant or through the chain’s digital platforms from January 9th to January 15th.

Freepotle is just the latest in a series of efforts by Chipotle to boost its digital presence. Earlier this month, the brand targeted Gen Z and millennial consumers with a new Snapchat Lens and a lineup of Lifestyle Bowls inspired by contemporary wellness trends. Last year, Chipotle even tapped into the cryptocurrency craze with a stock market simulation game that was one of the year’s most successful campaigns.

Overall, Chipotle’s Freepotle program is a smart move that helps the brand stand out from its competitors and provides a valuable incentive for customers to join and stay active in the rewards program. With its focus on free food and a more attractive alternative to subscription programs, Freepotle is sure to be a hit with Chipotle fans. Just be prepared for some potential digestive consequences!