Chipotle takes partnership with active lifestyle app international
Chipotle Mexican Grill is expanding the scope of an annual fitness challenge it offers with an app for active consumers.
The quick service restaurant chain initially teamed up with the Strava app in January 2024 to build customized challenge segments for its users in the U.S. Now, Chipotle is launching its first-ever international segment challenge for Strava, a digital community for athletes with more than 135 million hikers, cyclists and runners in over 190 countries.
[READ MORE: Chipotle teams up for mobile challenges, rewards]
Chipotle and Strava have created "Chipotle segments" in key markets, which are portions of roads and trails created by the Strava community where athletes can find friendly competition by chasing the fastest times on the leaderboard through Friday, Jan. 31, 2025.
During the contest, customers will have the opportunity to compete for Local Legend Status (LCL), an award for the individual who completes the segment the most times. Chipotle will reward the Local Legend in each city with free “Lifestyle Bowl” meals for a year.
Lifestyle Bowls are digital-exclusive menu items designed around current wellness concepts available in the U.S., U.K., Canada and France. Chipotle is also offering a $0 delivery fee on Lifestyle Bowl orders in the U.S. on the Chipotle app and site from Jan. 2-31, 2025.
New for 2025, every city with a Chipotle segment will also compete to see who can collectively complete the highest mileage on the segment. The cities' progress will be tracked on the "Chipotle x Strava: The City Challenge" heatmap, a first-of-its-kind leaderboard showing daily updates of each city's performance.
The city that wins will obtain a buy-one-get-one entrée offer for their entire city valid on in-store orders on a future date to be announced by Chipotle. This will be the first time Strava segments will be in direct competition with each other as part of a brand-sponsored competition
Also new for 2025, the initiative extends beyond the U.S., now being offered across 25 cities in North America and Europe, including New York City, London, Paris and Toronto.
Customers can also complete the segment by walking or in a wheelchair. The cities participating in the competition are the top 25 cities that eat the most Chipotle, according to the retailer.
"Last year, we learned about the literal great lengths that our fans will go to for free Chipotle," said Chris Brandt, chief brand officer, Chipotle. "Participants logged more than 9.25 million miles on 'Chipotle segments,' the equivalent of circling the planet more than 370 times. After seeing the passion our fans had for the initial launch with Strava, we had to increase access to the competition and raise the stakes."
Chipotle observes 'No Quitters Day'
The second Friday of January is known as "Quitters Day," the day people are most likely to forfeit New Year's resolutions. Since 2023, Chipotle has celebrated "No Quitters Day" and rewarded customers who sustained healthy habits all month.
As Chipotle enters its third year celebrating "No Quitters Day," the company is creating a motivational text message community via SMS to help guests achieve their goals.
How it works
- From Jan. 2-9, guests can visit a dedicated page on the Chipotle site to join the "Goals, Gym, Guac" text message community.
- Throughout January, Chipotle will text its community with exclusive content from creators, motivational texts and affirmations, and a first chance to win a free Chipotle Lifestyle Bowl.
- On "No Quitters Day," Friday, Jan. 10, participating customers will be texted with instructions to get one of 50,000 free Lifestyle Bowls.
"It's well known that having an accountability buddy makes it easier to accomplish wellness goals," said Stephanie Perdue, VP of brand marketing, Chipotle. "We are showing up for our guests with our version of a group chat to make healthy habits fun on 'No Quitters Day.'"
Chipotle Mexican Grill Inc. operated more than 3,600 restaurants as of September 30, 2024, in the U.S., Canada, U.K., France, Germany and Kuwait; and it is the only restaurant company of its size that owns and operates all its restaurants in North America and Europe.
