Chipotle has officially launched its first-ever loyalty program; Chiptopia Summer Rewards will start on July 1, 2016 and last though the three months of July, August, and September.
Rather than collect point totals on how much a customer spends, rewards in the program will be based on the number of paid visits in a month. A paid visit is defined as a purchase of at least $6, not including tax. Customers are allowed a maximum of one visit per day, meaning they earn one visit even if they purchase three meals at one time.
The three status levels dictating Chiptopia Summer Rewards are Mild — 4 paid visits, Medium — 8 paid visits and Hot — 11 paid visits, with a reward of an additional entree upon hitting each of the three levels.
The visits reset at the end of each month, but customers are further rewarded for hitting the same level for all three months in the following fashion:
- Achieving Mild status all three months earns one additional free entrée.
- Achieving Medium status all three months earns $20 in Chipotle merchandise at store.chipotle.com.
- Achieving Hot status all three months earns catering for 20 (a $240 value).
“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 regarding the program. “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.”
According to MarketWatch, Chipotle shares are down 0.6 percent in Monday morning trading, and down 34.7 percent for the past year.