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Chipotle teams up for mobile challenges, rewards

Chipotle Strava
Strava's community includes more than 120 million members.

Chipotle Mexican Grill is partnering with a leading fitness community app to promote active lifestyles to kick off the new year.

The quick-serve restaurant company has built customized challenge segments on Strava, a digital community for athletes with more than 120 million hikers, cyclists and runners, along with giving users the opportunity to win free food.

"We know getting through January is always the hardest hill to climb on the journey toward health and wellness goals," said Chris Brandt, chief brand officer at Chipotle. "With the help of challenges on the Strava platform and our curated Lifestyle Bowls, we are giving our fans the right tools to sustain healthy habits and win in 2024."

The restaurant and fitness app 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. Starting today, athletes can take on Chipotle segments in New York, Los Angeles, Chicago, Washington D.C., Denver and Columbus, Ohio for a chance to earn free Lifestyle Bowls for a year. 

Each segment ends at a Chipotle restaurant, and Chipotle will honor the participant in each market that achieves Local Legend (LCL) status on Strava, an award given to the individual that completes each segment the most, with free Lifestyle Bowls for a year.

The second Friday of January is known as Quitters Day, the day people are most likely to forfeit New Year's resolutions. On Friday, Jan. 12, the first 30,000 Chipotle Rewards members who order a Lifestyle Bowl on the Chipotle app or will receive a free Lifestyle Bowl offer in their Chipotle Rewards account one week later. 

The 2024 Lifestyle Bowl lineup includes the following menu items:

  • Balanced Macros Bowl: Light White Rice, Black Beans, Chicken, Fajita Veggies, Fresh Tomato Salsa, Guac, Extra Romaine Lettuce
  • Veggie Full Bowl: White Rice, Black Beans, Fajita Veggies, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, Guac
  • Wholesome Bowl (Whole30® compatible): Supergreens Lettuce Blend, Chicken, Fajita Veggies, Fresh Tomato Salsa, Guac
  • Keto Salad Bowl: Supergreens Lettuce Blend, Chicken, Tomatillo-Red Chili Salsa, Fresh Tomato Salsa, Sour Cream, Cheese
  • High Protein Bowl: White Rice, Black Beans, Double Chicken, Tomatillo-Red Chili Salsa, Cheese, Romaine Lettuce
  • Plant-Powered Bowl: Supergreens Lettuce Blend, White Rice, Sofritas, Fajita Veggies, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, Guac
  • Go Half Veggie Bowl: 1/2 Chicken, 1/2 Sofritas, Supergreens Lettuce Blend, White Rice, Fajita Veggies, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, Sour Cream 

Chipotle will also launch a national streak-based challenge on Strava on Jan. 15 to motivate and reward fans who maintain healthy movement habits post-Quitters Day. Chipotle will recognize athletes who complete the challenge with a chance to receive a free side of guacamole for logging at least 20 minutes of activity twice per week on Strava from Jan. 15-28. Other sports and workouts included on Strava are cycle sports, water sports, winter sports, golf, pickleball, sailing, Pilates, yoga and more.

Last year, Chipotle partnered with Snapchat to promote its 2023 Lifestyle Bowls. The company created an augmented reality (AR) lens filter designed to encourage customers to follow Chipotle-inspired exercises and meditation prompts.

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