Chipotle Mexican Grill Inc. intends to help customers follow their New Year’s health resolutions – using a popular augmented reality (AR) platform.
The quick-service retailer is kicking off 2023 with a new menu lineup of “Lifestyle Bowls” designed around contemporary wellness habits. Lifestyle Bowls are digitally exclusive menu items available in the U.S. and Canada.
As part of this New Year’s customer health focus, Chipotle is also launching a wellness-inspired AR lens on Snapchat to encourage customers to maintain healthy habits. Lenses are virtual animations overlaid on a Snapchat photo.
In partnership with Snapchat, the company created an AR lens designed to encourage customers to follow Chipotle-inspired exercises and meditation prompts. The Chipotle AR lens will launch on Friday, Jan. 13, 2023. This date is also known as “Quitter's Day,” as it is said to be the day people are most likely to give up their New Year's resolutions.
In the U.S., 100,000 customers who complete the Snapchat exercise and meditation challenges between Jan. 13 and 23 will earn a promo code for a free small side or topping of guacamole. According to Chipotle, this activation marks the first time a restaurant brand will promote physical activity and wellness through an AR lens on Snapchat.
"We created seven new Lifestyle Bowls that embrace Gen Z and Millennials' modern interpretation of wellbeing," said Chris Brandt, chief marketing officer, Chipotle. "We're making new year's resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating."
Chipotle cooks up virtual promotions
Chipotle has run several other omnichannel marketing campaigns in the past year. In October 2022, the retailer ran the 22nd annual version of its “Boorito” Halloween event. Chipotle Rewards members could redeem the offer in-store by opening the Chipotle app, tapping "scan,” and scanning their Chipotle Rewards member ID at the register.
The retailer also launched a "BooReal" promotion on BeReal, a social media platform popular with GenZ consumers that gives users a short two-minute deadline to post whatever is happening in their day, wherever they are located when the notification is sent. In addition, Chipotle gave away cash to Chipotle Rewards members for Halloween in partnership with the Cash App financial services app.
Other examples include a “Chipotle Burrito Builder” virtual experience on the Roblox immersive gaming platform, as well as an interactive game it offered to promote its decision to accept digital currency.
Chipotle Mexican Grill Inc. had over 3,000 restaurants as of June 30, 2022, in the U.S., Canada, U.K., France, and Germany, and is the only restaurant company of its size that owns and operates all its restaurants.