Chipotle relaunches loyalty programme with more perks
It's also bringing back its “Freepotle” promotion, offering monthly free items and bonus rewards.
Chipotle Mexican Grill is overhauling its loyalty programme and mobile app in the US and Canada (excluding Quebec), rolling out a revamped rewards system aimed at increasing usage and attracting younger customers.
The updated programme, branded “Rewards on Repeat,” is built to offer more frequent perks, broader redemption choices, and stronger day-to-day engagement.
Industry data shows Gen Z accounted for nearly half of restaurant loyalty sign-ups in 2024, overtaking millennials for the first time.
At the same time, about 25% of diners say they would switch to a less-preferred restaurant if it offered better rewards, highlighting rising competition in the space.
Under the new system, customers who join starting 13 April will get free chips and guacamole with a qualifying purchase.
The chain is also bringing back its “Freepotle” promotion, offering monthly free items and bonus rewards, including options that don’t require prior purchases.
Members will now be able to choose their own birthday reward—such as guacamole, queso, chips, or a drink—and redeem it within a 30-day window.
The company is also lowering point thresholds and adding new redemption options, including discounted entrées, group meals, and bundled offers.
The programme introduces ongoing interactive features designed to encourage repeat visits.
Points will no longer expire as long as users make at least one qualifying purchase per year, extending the previous six-month expiration period.
Alongside the rewards changes, the company has redesigned its app to consolidate all loyalty features into a single interface.
The update adds clearer tracking of points, progress, and available offers, along with expanded gamification and more personalised promotions.
The company is also launching an in-store push to boost sign-ups, including marketing materials at key touchpoints like menus, receipts, and counters.
Employees will also be encouraged to promote the programme through incentives tied to new member enrollments, supported by additional training and internal communications.
