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Chipotle's latest attempt to attract customers is a new rewards program. Launched today in three test cities – Kansas City, Phoenix and Columbus, Ohio – the brand plans to roll out nationwide in 2019. Chipotle Rewards members will earn 10 points for every dollar spent; 1,250 points equals a free entry.
The new loyalty program aligns with the chain's recent focus on online and mobile orders: Rather than a classic paper punch card (remember the Chiptopia from summer 2016? ), Customers must register via the app or the brand's website and time ', they will earn 15 points per dollar for all orders placed online or through the app, rather than in no one.
Winning 10 points for every dollar spent, customers are expected to spend $ 125 (or about $ 83 if they take advantage of the limited 15-point dollar offer for digital orders) to earn the required 1,250 points for a free burrito. bowl.
As a comparison, the Starbucks Rewards program awards two points for every dollar spent, with 125 points equivalent to a free food or beverage item, which means it costs $ 62.50 to win a free item . Given that the average Chipotle entree costs between 7 and 8 dollars and that it is very easy to order a coffee or a Frappuccino of great value through various customizations (add whipped cream, alternative milks, additional espressos, etc.) There does not seem to be as much value as Starbucks.
Meanwhile, the Chick-fil-A loyalty program gives users 10 points for every dollar spent (higher levels can earn 11 or 12 points per dollar), with most entries recording about 500 points, which means that It costs $ 50 to customers to win a free chick. Fil-A sandwich that usually costs around $ 3.50 depending on the region.
While his new loyalty program may appeal to fans of the Burrito Bowl, it seems unlikely that those who have been stranded for food security reasons will visit Chipotle several times in the US. goal to finally score a free dish. The company is still trying to break the sales slump that began after a string of E outbreaks. Coli and norovirus in 2015, after hiring former Taco Bell executive Brian Niccol in February. But the burrito chain continues to face food security problems: in August, more than 600 people fell ill from an Ohio store and shortly after, the company announced that it would recycle all of its staff across the country to try to crack down on such incidents.
This is not the first time the chain has committed to clean up – yet outbreaks of foodborne illness seem to continue.
However, new members of Chipotle Rewards in the three pilot cities will get a free order of chips and guac after their first purchase, an easier reward to get that will likely see a lot of more casual fan buyouts.
• Customer loyalty program for Chipotle pilots [Press Release]
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