Quick-service restaurant (QSR), Chipotle Mexican Grill, generated $2 billion in digital sales in 2020, the company announced. The growth was largely driven by the company’s rewards program, which now boasts 24 million members.
As consumers continue to be enthused by loyalty and rewards programs, the QSR is looking to expand on its offering by introducing Extras – a gamified exclusive feature for Chipotle Rewards members that unlocks access to extra points and badges through personalized challenges.
“Offering new ways to engage with Chipotle is essential to the ongoing evolution of our digital business,” said Chris Brandt, Chief Marketing Officer. “The new Extras feature gamifies Chipotle Rewards through special challenges and allows Rewards members to celebrate their achievements with special badges.”
To kick off the launch of Extras, Chipotle is offering its loyalty members double points on purchases made till September 3, 2021.
Chipotle Rewards members can access the Extras feature by visiting their profile on the Chipotle app or Chipotle.com. The points can be redeemed for a variety of rewards, including free menu items such as guac and drinks as well as apparel from Chipotle Goods. In addition, members can also redeem their points to support a variety of Chipotle’s non-profit partners like The Farmlink Project, the National Young Farmers Coalition and the National Urban League.