Chipotle Mexican Grill(US:CMG) Prnewswire·2025-06-02 12:06Core Viewpoint - Chipotle Mexican Grill has launched a new promotion called "Chipotle Instant Freeplays" to engage fans during the 2025 men's professional basketball championship series, particularly during Coach's Challenge reviews [1][4]. Group 1: Promotion Details - "Chipotle Instant Freeplays" aims to maintain excitement during game interruptions caused by Coach's Challenges, allowing fans to win free Chipotle meals [2][7]. - The promotion involves fans finding a hidden keyword in a post on X during Coach's Challenges, with the first 5,000 fans to text the keyword winning a free entrée [8]. Group 2: Brand Strategy - Chipotle's initiative is part of its broader "Real Food for Real Athletes" platform, which emphasizes proper nutrition for athletes and aims to connect fans through the appeal of free food [4][6]. - The promotion builds on previous successful campaigns like "Free Throws, Free Codes" and "Freepointer," which rewarded fans with free entrée codes based on basketball performance [4][6]. Group 3: Company Overview - Chipotle operates over 3,800 restaurants across multiple countries and is committed to serving responsibly sourced, real food without artificial additives [6]. - The company employs over 130,000 individuals and is recognized as a leader in the food industry, focusing on digital innovation and sustainable practices [6].