In an attempt to gain back customers after the company's first profit loss since their founding in 1994, Chipotle Mexican Grill has released a rewards card focused on getting you in the store as many times as possible.
The loyalty program, called “chiptopia” a mixture of the restaurant's name, and utopia (because Chipotle is perfect, duh) runs for the summer months, July through August. A little black card that makes you feel important, as you present it at checkout.
The program is currently only in place for the summer months, but there is talk about making the program a fixture at the burrito giant. Mark Crumpacker, Chipotle's chief creative and development officer, in a statement released Monday morning said, "While Chiptopia Summer Rewards lasts just three months, we will be carefully listening to our customers and using what we learn as we consider the design of an ongoing rewards program.”
According to a Chipotle press release, customers will earn a free order of chips and guacamole after their first entree purchase under the loyalty program. Each time a visitor spends $6 or more on an entree, they earn points in the program. After a customer’s fourth, eighth and eleventh entree purchase, he or she can earn a free entree and move up a “status level” where more perks are available. The different perks or “bonus” you can earn range from, another free burrito, $20 in store online credit. Chipotle has a killer online selection. You can check it out here: http://store.chipotle.com/shop_all
While I think it’s great that Chipotle has started a loyalty program, it seems too structured for me. This informational flyer given to you when you get your card is a bit overwhelming. 
If you frequent chipotle regularly, you could really benefit from this program. A minimum of $6.00 per transaction, 11 times a month, that’s 33 visits to the store in 3 months. Meaning you end up spending at LEAST $200 dollars on Chipotle. However, it pays off. You do that, and you receive a catering order for 20 people, which is worth $240.
Get excited! This is the summer of the burrito.
