Core Points - Chipotle Mexican Grill has launched a new promotion called "Chip-or-Treat" for its Rewards members, offering free treats throughout October to celebrate Halloween [1][2][4] - The promotion allows Rewards members to receive a new weekly treat for purchasing an entrée each week, with options including free guacamole, double protein, or bonus Rewards points [2][7][8] - Chipotle is expanding its traditional Boorito event into a month-long celebration, marking the 25th anniversary of the Boorito tradition [4][6] Promotion Details - The "Chip-or-Treat" promotion runs from October 6 to October 30, allowing members to earn up to four treats and exclusive Rewards badges by making weekly purchases [1][8] - Members will receive a tailored treat via email within a few hours after their purchase, valid for five days [8] - New Chipotle Rewards members will receive a free guacamole offer upon signing up and making their first purchase [4][5] Target Audience - The promotion targets adults, with 77% expressing nostalgia for trick-or-treating, making it a strategic move to engage this demographic [2][7] - Chipotle has also introduced a separate loyalty program, Chipotle U Rewards, aimed at college students, offering bonus points and rewards tailored to their educational milestones [5] Company Overview - Chipotle operates over 3,800 restaurants across multiple countries and is committed to serving responsibly sourced, real food without artificial ingredients [10] - The company emphasizes its dedication to sustainability and innovation in the food industry, aiming to enhance accessibility to its offerings [10]