Chipotle’s latest attack to allurement aback barter is a new rewards program. Launching today in three analysis cities — Kansas City, Phoenix, and Columbus, Ohio — the cast intends to cycle it out civic in 2019. Chipotle Rewards associates will acquire 10 credibility for every dollar spent; 1,250 credibility equals a chargeless entree.
The new adherence affairs aligns with the chain’s contempo accent on web and adaptable ordering: Rather than an old-school cardboard bite agenda (remember Chiptopia from summer 2016?), barter charge assurance up via the brand’s app or website, and “for a bound time” they’ll acquire 15 credibility per dollar for all orders placed online or via the app, rather than in person.
Earning 10 credibility for anniversary dollar spent, barter would accept to absorb $125 (or about $83 if they’re demography advantage of the bound 15-points-per-dollar action for agenda orders) to aggregate the 1,250 credibility bare for a chargeless burrito or bowl.
As a point of comparison, Starbucks’ rewards affairs awards two credibility for every dollar spent, with 125 credibility equaling a chargeless aliment or alcohol item, acceptation it costs $62.50 to acquire a chargeless item. Considering that the boilerplate Chipotle access costs $7 to $8 and it’s appealing accessible to adjustment a adorned coffee or Frappuccino admired at that abundant acknowledgment to assorted customizations (add aerated cream, another milks, added espresso shots, etc.), Chipotle’s rewards affairs doesn’t assume to be present about as acute a amount as Starbucks.
Meanwhile, Chick-fil-A’s adherence affairs gives users 10 credibility for anniversary dollar spent (higher tiers can acquire 11 or 12 credibility per dollar), with best entrees clocking in about 500 points, acceptation it costs barter $50 to acquire a chargeless Chick-fil-A sandwich that’s about priced about $3.50 depending on the region.
While its new adherence affairs may address to diehard burrito basin devotees, it seems absurd that those who accept been put off the alternation by aliment assurance apropos will be absorbed into visiting Chipotle several times over with the aim of eventually scoring a chargeless entree. The aggregation is still aggravating to ascend out of the sales slump that began afterwards a cord of E. coli and norovirus outbreaks hit the alternation in 2015, hiring above Taco Bell controlling Brian Niccol as its new CEO in February. But the burrito alternation continues to be bedeviled with aliment assurance debacles: In August, added than 600 bodies got ailing from an Ohio store, and anon thereafter the aggregation appear it would retrain its absolute agents civic in an attack to catch bottomward on such incidents.
It’s not the aboriginal time the alternation has vowed to apple-pie up its act — and yet, the foodborne affliction outbreaks aloof assume to accumulate coming.
However, new Chipotle Rewards associates in the three pilot cities will account a chargeless adjustment of chips and guac afterwards their aboriginal purchase, an easier-to-snag accolade that will apparently see affluence of redemptions from added accidental fans.
• Chipotle Pilots New Customer Adherence Affairs [Press Release]
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