CHIPOTLE INTRODUCES "SUMMER OF EXTRAS" WITH $1 MILLION IN FREE BURRITOS FOR REWARDS MEMBERS

Core Points - Chipotle Mexican Grill is launching a new program called "Summer of Extras," which will run from June 1 to August 31, 2025, offering over $1 million in free burritos to Chipotle Rewards members in the U.S. [1] - The program includes weekly giveaways of 10,000 free burritos to selected Rewards members, along with opportunities to earn extra points and exclusive badges for completing purchase milestones [2][4][10]. Group 1: Program Details - "Summer of Extras" allows Chipotle Rewards members to earn extra benefits, points, and free food by participating in a gamified experience [4][7]. - Members can complete up to four milestones each month to earn bonus points and sweepstakes entries for prizes, including free burritos for a year and a limited-edition gift card [4][8]. - Each month, milestones reset, providing ongoing opportunities for members to earn rewards throughout the summer [5]. Group 2: Participation and Rewards - To participate, members must opt into the "Summer of Extras" program and can earn rewards by making qualifying purchases [6][11]. - The program features a leaderboard that tracks members' performance against others in their state, enhancing engagement through competition [6]. - New Chipotle Rewards members will receive a free guacamole offer after their first order, incentivizing sign-ups [11]. Group 3: Promotional Strategy - The program is designed to increase customer engagement and frequency of visits during the summer, with a focus on rewarding loyal customers [4][7]. - Chipotle aims to leverage social media by encouraging members to document their experiences and maintain purchase streaks [7]. - The initiative reflects Chipotle's commitment to enhancing customer experience and promoting brand loyalty through innovative marketing strategies [13].