Chipotle Rewards Loyalty Program Launches in Select Markets

It's official: Loyalty programs have moved well beyond airlines and hotels, and in turn, the food industry will never be the same. Starbucks, Pizza Hut and even Chick-fil-A are luring patrons back into stores with the promise of free grub after spending a certain amount, and starting this month, yet another mainstay is getting in on the action. Chipotle Mexican Grill is piloting its points-based loyalty system (dubbed Chipotle Rewards) in three test markets: Phoenix, Kansas City (both in Kansas and Missouri) and Columbus, Ohio.

In a statement that requires three or four readthroughs to properly digest, the chain's Chief Digital and Information Officer Curt Garner had this to say: "Now, with Chipotle Rewards, the more you Chipotle, the more you earn points towards free Chipotle." That's a lot of 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. In what could be the boldest move of the year by a restaurant plagued with food safety and credit card security issues, Chipotle also throws shade at competing loyalty programs in the official release: "Offering a free entrée of choice allows customers to choose their favorite menu item without restrictions like other loyalty programs." Shots fired.

For a limited time, customers can earn 15 points for every $1 spent in the app and online, and customers in pilot markets can also earn free chips and guac after their first purchase using Chipotle Rewards. If you aren't in one of the company's test markets, you have two options: uproot and move, or wait for the full-stage program rollout to occur sometime in 2019.

H/T: GrubStreet