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Chipotle promotes new rewards perk on TikTok, Instagram

Chipotle’s newest loyalty promotion includes TikTok and Instagram features.

Chipotle Mexican Grill Inc. is continuing to utilize social media and virtual platforms in its marketing campaigns.

The quick-service retailer is launching “Freepotle,” a new perk for members of its Chipotle Rewards loyalty program that will provide them up to 10 free food drops throughout 2023. All existing Chipotle Rewards members will be automatically enrolled in Freepotle, and non-members can gain access to the program by joining the Chipotle Rewards program by March 6.

As part of its promotional strategy for Freepotle, Chipotle is introducing a new "Freepotle" Prize Wheel on TikTok Live and Instagram Live livestream platforms that will award two viewers with "free Chipotle For A Year" prizes each day from Jan. 9-13 at 9 a.m. PT/12 p.m. ET. 

Chipotle Rewards members can enter for a chance to win by watching Chipotle's TikTok Live or Instagram Live channel, and commenting "Freepotle.” Chipotle will choose one commenter from each platform at random and spin the virtual prize wheel once for them. If it doesn't land on the silver burrito denoting "free Chipotle For A Year,” the host will move on to the next commenters and continue this sequence until a pair of participants win free Chipotle food for one year.

The retailer will also award “Free Chipotle for a Year” prizes at all restaurants in the U.S. and Canada from Jan. 9-15. Chipotle Rewards members who make a $5 minimum purchase and scan their member ID at the register when making an in-restaurant purchase will be automatically entered to win. In addition, Chipotle Rewards members who are signed into their account and make a $5 minimum purchase on the Chipotle app or U.S. or Canadian e-commerce site will be automatically entered to win.

Members can enter once a day over the seven-day period. Chipotle will give away a total of 3,100 "free Chipotle For A Year" prizes, representing the company's 3,100-plus brick-and-mortar locations.

As part of the new perk, all current Chipotle Rewards members will get their first free food drop, a side or topping of guacamole, from Ja. 9-15. Additionally, new members who enroll before March 6 will get a free side or topping of guacamole dropped into their account.

The 10 free food drops throughout the year will include rewards such as free guac, free Queso Blanco, free beverages, free chips, and double protein.

"In an environment full of pricey subscription programs, we're introducing a pass to our real food that is free to join and will provide more value to our community than ever before," said Chris Brandt, chief marketing officer, Chipotle. "'Freepotle' makes Chipotle Rewards a must-join program for all Chipotle fans in 2023."

Chipotle cooks up virtual rewards promotions

Chipotle has run several other omnichannel marketing campaigns for members of its loyalty program 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.

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.

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