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Was Chipotle’s Rewards Program Successful?

Chiptopia Summer Rewards was a three-month-long frequent diner program that began July 1, 2016 and ended September 30, 2016.  Chipotle Mexican Grill’s promotion was designed to reward diners for making multiple paid visits to Chipotle and using the chipotle rewards card within a given month. Chiptopia Summer Rewards offered three different status levels: Mild, Medium and Hot.
chiptopia-rewards benefits

Was Chiptopia Summer Rewards a Success?

Chris Arnold, a spokesman for the company, told CNBC that 85,000 customers maintained the “hot” status — purchasing 11 or more entrees each month and will now receive catering for 20 people, a value of around $240.

Overall the company has seen modest improvements in comp sales trends in the second quarter. In July, Steve Ells, founder, chairman and co-CEO of Chipotle, said in a statement,”Our most recent marketing efforts, led by our Chiptopia frequency program, are off to a nice start in the third quarter, as customers are embracing the program and nearly 30 percent of all transactions are engaged in Chiptopia.”

Check out the Buzz on Twitter

One thing we do know is that the loyalty program has created a lot of positive buzz on Twitter. Brand advocates are excited about the program. These brand advocates provide Chipotle with the opportunity to connect with their customers and prospective customers in a way that simply is not possible, even with the most carefully crafted advertising campaigns.

Social Media and Chiptopia Rewards Twitter Buzz

Tweets Chipotle loyalty program

Chiptopia Rewards Winner's Tweet



So, what’s next? I am betting that Chipotle Mexican Grill has learned a lot about their customers. Leveraging customer insight and ROI results of the Chiptopia Summer Rewards, they are poised to create a strategy to continue rebuilding trust and foster customer loyalty.


Sallie Burnett
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