Dive Brief:

  • Chipotle Mexican Grill has added a “Freepotle” perk to its rewards program, providing participants as much as 10 loose meals pieces all over 2023, in step with main points shared with Marketing Dive.
  • From Jan. 9 to Jan. 13, randomly decided on customers who remark “Freepotle” on Chipotle’s TikTok Live and Instagram Live charges could have a possibility to win loose Chipotle for a yr by means of a spin of the Freepotle Prize Wheel.
  • Additionally, drawings that may be entered by means of in-restaurant and virtual orders will award 3,100 consumers loose Chipotle for a yr. The emblem is positioning its newest rewards program perk as a substitute for competition’ subscription techniques.

Dive Insight:

Chipotle has made increasing and enriching its rewards program, which now counts greater than 30 million participants, a key focal point for the previous few years. The Freepotle perk is the newest building from a sequence that has made loose meals pieces like guacamole and different facet dishes an enticement for customers to extend their orders. Existing participants will likely be routinely enrolled in Freepotle and non-members can get right of entry to the perk through becoming a member of through March 6.

The chain could also be positioning Freepotle as a extra horny selection to “expensive subscription techniques” that experience proliferated at QSR and rapid informal chains, in step with a remark through CMO Chris Brandt. Chipotle competition Taco Bell and Sweetgreen each added subscription plans, Taco Lover’s Pass and Sweetpass, respectively, closing January.

Chipotle is selling the release of Freepotle in plenty of techniques because it seems to be to retain participants and enroll new ones. The Freepotle Prize Wheel will gamify the reside viewing and commenting options of TikTok and Instagram, social media platforms that stay key channels wherein to achieve ad-averse customers. In addition, Chipotle Rewards participants will likely be entered to win loose Chipotle for a yr through creating a $5 acquire both in-restaurant or in the course of the chain’s virtual platforms from Jan. 9 to Jan. 15.

Freepotle is the chain’s most up-to-date strive to spice up its virtual platforms. The chain previous this month centered Gen Z and millennial customers with a brand new Snapchat Lens and lineup of Lifestyle Bowls impressed through fresh wellness behavior. Last yr, Chipotle tapped into the cryptocurrency craze with a inventory marketplace simulation recreation that used to be probably the most yr’s very best campaigns.

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