Chipotle Rolls Out New Rewards Program | Eater

"Launching a pilot in Kansas City, Phoenix, and Columbus, Ohio (with a planned nationwide rollout in 2019), the chain has introduced a digital-only rewards program that awards 10 points per dollar spent (1,250 points = one free entrée) and temporarily gives 15 points per dollar for orders placed via the app or website; new members in the three test cities also receive a free order of chips and guacamole after their first purchase. The program reinforces the brand’s push toward web and mobile ordering (sign-up is via app or site rather than a paper punch card) and follows earlier loyalty attempts such as a 2016 promotion. At the standard rate it requires about $125 of spending to earn a free burrito or bowl ($83 if using the 15-points promotional rate), which is less attractive value-wise than competitors like Starbucks (2 points/$; 125 points ≈ $62.50 to a free item) and Chick-fil-A (10 points/$; 500 points ≈ $50 to a free sandwich). Given ongoing food-safety troubles — including E. coli and norovirus outbreaks since 2015, a major August incident that sickened over 600 people in Ohio, a companywide retraining effort, and recent leadership changes such as hiring Brian Niccol as CEO — the loyalty program may appeal to devoted fans but is unlikely on its own to win back customers deterred by safety concerns." - Whitney Filloon