NEWPORT BEACH, Calif.,
Oct. 1, 2018 /PRNewswire/ -- Chipotle
Mexican Grill (NYSE: CMG) today announced it is piloting the
company's highly anticipated new loyalty program, Chipotle Rewards.
As the latest innovation in Chipotle's ongoing efforts to drive
digital innovation and make the brand more accessible, the
points-based loyalty system is now live in three test markets -
Phoenix, Kansas City (both in Kansas and Missouri), and Columbus, Ohio.
"At Chipotle, we've been very focused on making our brand more
accessible and growing love and loyalty among our customers," said
Curt Garner, chief digital and
information officer at Chipotle. "Now, with Chipotle Rewards, the
more you Chipotle, the more you earn points towards free
Chipotle."
Eligible customers in each of the three test markets can sign-up
for Chipotle Rewards via the Chipotle app or on Chipotle.com. Those
who enroll can earn 10 points for every $1 spent, with 1,250 points resulting in a free
entrée. Offering a free entrée of choice allows customers to choose
their favorite menu item without restrictions like other loyalty
programs. To drive even more digital orders, for a limited time
customers can earn 15 points for every $1 spent in the app and online. Chipotle knows
instant gratification is important, so customers in pilot markets
can also earn free chips and guac after their first purchase using
Chipotle Rewards. See terms of free rewards offers at
https://www.chipotle.com/rewards-terms.
Chipotle Rewards also includes a highly sophisticated, hyper
personalized CRM program running behind the scenes which allows for
targeted communication to drive trial, menu exploration and brand
affinity.
The program is being tested via the company's new stage-gate
process, which allows Chipotle to test, learn, listen to customer
feedback, and iterate extensively before moving ahead with a
national launch, currently slated for 2019.
"Chipotle Rewards is a critical part of our efforts to digitize
and modernize the restaurant experience," added Garner. "Through
this program, we can show some love to Chipotle super fans, create
a true one-on-one relationship with our customers and unlock new
opportunities to engage through offers and discounts – from
delighting customers on their birthdays to incentivizing
incremental purchases to providing rewards for engaging with the
brand's mission to cultivate a better world."
Chipotle Rewards is one of many ways the company is doubling
down on making the brand more accessible through digital
innovation. Following the recent launch of Chipotle's direct
delivery service, the company has seen steady growth in digital
orders. Additionally, Chipotle has achieved industry-leading
delivery times, made possible by digital pick-up shelves that help
customers and delivery drivers get their food faster, as well as
tech-enabled second-make lines that allow employees to quickly
prepare fresh entrees as digital orders are placed.
For more information visit Chipotle.com/rewards.
ABOUT CHIPOTLE
Chipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better
world by serving responsibly sourced, classically-cooked, real food
with wholesome ingredients without added colors, flavors or other
additives. Chipotle had more than 2,450 restaurants as of June
30, 2018 in the United States, Canada,
the United Kingdom, France and Germany and
is the only restaurant company of its size that owns and operates
all its restaurants. With more than 70,000 employees passionate
about providing a great guest experience, Chipotle is a longtime
leader and innovator in the food industry. Chipotle is committed to
making its food more accessible to everyone while continuing to be
a brand with a demonstrated purpose as it leads the way in digital,
technology and sustainable business practices. Steve Ells,
founder and executive chairman, first opened Chipotle starting with
a single restaurant in Denver, Colorado in 1993. For more
information or to place an order online, visit
WWW.CHIPOTLE.COM.
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SOURCE Chipotle Mexican Grill