Chipotle is heating up the season with the launch of its “Summer of Extras” campaign, a three-month promotional push designed exclusively for its U.S.-based Rewards program members. Running from June 1 through August 31, the campaign offers participants the opportunity to earn bonus points, unlock exclusive badges, and win free burritos—both weekly and for an entire year.
Each week, Chipotle will randomly drop 10,000 free burritos into the digital wallets of participating Rewards members.
Additionally, members who opt in to the campaign can enter sweepstakes drawings for a shot at winning one of the summer’s grand prizes: free burritos for a year.
Curt Garner, Chipotle’s Chief Customer and Technology Officer, highlighted the interactive nature of the campaign.
“’Summer of Extras’ kicks off our most rewarding summer ever through a gamified experience that recognizes our top guests,” he said. “This initiative adds visibility into how their loyalty compares with others and helps them earn free Chipotle even faster.”
Participants can rack up rewards by reaching monthly purchase milestones. Each milestone comes with added benefits, such as bonus points, entries into sweepstakes, and digital badges that reflect their progress. These milestones reset every month, offering members repeated chances to earn throughout the summer.
A unique feature of the campaign is its leaderboard, which allows members to see how they rank in comparison to other Chipotle fans in their state. The leaderboard fuels friendly competition and motivates customers to visit more frequently.
Chris Brandt, Chipotle’s Chief Brand Officer, explained the inspiration behind the campaign. “We’ve seen superfans document their Chipotle habits online, from maintaining daily streaks to celebrating loyalty milestones,” Brandt said. “This summer, we’re rewarding that dedication with our biggest Rewards event yet.”
At the end of the campaign, 49 grand prize winners—one from each state where Chipotle operates, plus Washington D.C.—will be selected. Each winner will receive free burritos for a year and a $100 stainless steel gift card.
The “Summer of Extras” is part of Chipotle’s ongoing efforts to enhance customer engagement and recognize its most loyal fans. Rewards members can join the campaign by opting in through their account, and from there, the race to burrito glory begins.
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