The few Chipotle lovers who are still loyal after the E. Coli scares can rejoice. Chipotle has created a summer loyalty program dubbed Chiptopia which is designed to reward the most loyal customers for three months.
Unlike most rewards programs Chiptopia is not based on money or points, but frequency of visits. The complex rewards program rewards loyal customers who make multiple paid visits in a month, but it also has three status levels with different rewards.
Customers who visit a Chipotle in July will be able to pick up a Chiptopia rewards card and earn free chips and guacamole with participating purchase. The three levels are mild, medium and hot which sounds simple enough, but Chipotle added some math into the rewards system.
Every fourth, eighth and 11th purchase including redeemed rewards each month gets you one free entree and a new status level. But don’t think you can stack your purchases over three months, your status goes back to zero at the end of each month and the rewards also expire 30 days after you earn them.
To complicate the system even further, there are bonus rewards if you achieve the same status each month. Customers who achieve Mild status all three months earn an additional free entree. Those who reach medium all three months earn $20 in online Chipotle merchandise. Super-loyal customers who achieve Hot all three earn catering for 20.
The summer loyalty program appears to be a sort of test drive, at least according to a statement from Mark Crumpacker, chief creative and development officer at Chipotle. “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,” said Crumpacker.
The internet has already caught wind of the rewards program. Some loyal burrito fans appear to be beyond excited for the rewards program.
Chipotle has finally come up with a rewards system. My time to shine has come people. #Chiptopia
— Elizabeth Gollihue (@ohmygollihue) June 28, 2016
— Michael Mojica (@MichMoj) June 28, 2016
— Micah Pycraft (@MicahPy) June 27, 2016
Others were less thrilled, even poking fun at the chain.
Chipotle unveils “Chiptopia,” its summer loyalty program. What is it a frequent E. coli card? https://t.co/Cc9HBwsypI
— Ben Gleib (@bengleib) June 28, 2016
The loyalty program starts July 1 and runs through September.