Chipotle to offer summer burrito challenge for rewards program
Chipotle Mexican Grill will run a three-month program to give away more than $1 million in free burritos to its U.S. loyalty members.
From June 1 to Aug. 31, 2025, Chipotle is offering a gamified promotion for members of its Chipotle Rewards loyalty program. Called “Summer of Extras,” it will let loyalty members earn extra points and exclusive badges for completing up to four milestones per month.
Participating loyalty members will also be able to gain sweepstakes entries for a chance to receive free burritos for a year and a limited-edition stainless steel gift card. At the end of the summer, there will be one sweepstakes winner per state in the 48 states in which Chipotle operates, plus Washington D.C., for a total of 49 winners.
Each month during the program, Chipotle Rewards members who have opted into Summer of Extras can earn the following milestones:
- Milestone one: After the purchase of one entrée, 50 bonus points, five sweepstakes entries and an Extras badge.
- Milestone two: After the purchase of two more entrées, 100 bonus points, 10 sweepstakes entries and an Extras badge.
- Milestone three: After the purchase of two more entrées, 200 bonus points, 15 sweepstakes entries and an Extras badge.
- Milestone four: After the purchase of two more entrées, 300 bonus points, 30 sweepstakes entries and an Extras badge.
"'Summer of Extras' kicks off our most rewarding summer ever through a gamified experience that rewards and recognizes our top guests with exceptional value and visibility into how their fandom and frequency ranks amongst fellow members," said Curt Garner, chief customer and technology officer, Chipotle Mexican Grill. "Visiting more this summer can enable members to earn free Chipotle faster."
Once Chipotle Rewards members opt into the "Summer of Extras" program in their account, they will unlock the seven-visit streak challenge described above. Milestones will reset at the beginning of each month, providing opportunities to earn extra benefits, extra points and extra free Chipotle. Participants are limited to two qualifying entrée purchases per day during Summer of Extras.
Chipotle is further gamifying "Summer of Extras" with a dashboard that tracks Chipotle Rewards members' performance against other users in their state based on transactions.
"We've seen our superfans on social media documenting their Chipotle journeys and maintaining daily or weekly 'streaks,'" said Chris Brandt, chief brand officer, Chipotle Mexican Grill. "For our biggest Rewards summer ever, we're giving our loyal fans the chance to get rewarded more than ever.
To celebrate the new "Summer of Extras" program, Chipotle will give 10,000 Chipotle Rewards members selected at random a free burrito¹ every week of the summer. Each week from June 1 through August 31, Chipotle Rewards members who have opted into the "Summer of Extras" program can enter the weekly drawings by making any in-restaurant or digital Chipotle entrée purchase or by submitting an online entry, during the applicable entry period for the weekly drawings.
New Chipotle Rewards members will also receive a free guac offer after their first order following their signup.
The promotional game is afoot at Chipotle
Chipotle has a long history of gamified promotions. To celebrate the “Burrito Day” holiday (April 3 2025), Chipotle brough back its "Burrito Vault" digital game to give away up to 157,500 buy-one-get-one (BOGO) free entree codes.
In January 2025, the company partnered with digital athlete community Strava to let customers compete in various hiking, cycling and running competitions to gain leaderboard status and obtain free meals and offers both for themselves and residents of their local communities.
[READ MORE: Chipotle takes partnership with active lifestyle app international]
That promotion also included the “holiday” of “No Quitters Day,” recognizing Jan. 10 as the unofficial date most people abandon their New Year’s resolutions and offering motivational messages as well as prizes to help keep customers dedicated to their resolutions.
In addition, for the 2025 Super Bowl, Chipotle offered a special mobile activation via social media posts that rewarded up to 50,000 free entrees to customers watching the game.
Chipotle Mexican Grill Inc. operates nearly 3,800 restaurants as of March 31, 2025, in the U.S., Canada, U.K., France, Germany, Kuwait and the United Arab Emirates. It is the only restaurant company of its size that owns and operates all its restaurants in North America and Europe.
