Chipotle Mexican Grill is kicking off a new initiative aimed at college students with the launch of Chipotle U Rivalry Week. This week-long program invites students from U.S. college towns to compete for a Buy-One-Get-One (BOGO) offer for everyone in the top 10 towns with the most new sign-ups to Chipotle U Rewards.
How the Competition Works
Starting today November 10, students can join the Chipotle U Rewards program, which gives them the chance to earn free Chipotle faster with bonus points and special discounts.
To participate in Rivalry Week, students must sign up through the Chipotle website and validate their enrollment with ID.me. As new members join, students can track the progress of their college town on a live leaderboard, which will be updated daily on a dedicated microsite.
The program runs through November 17, and the ten college towns that recruit the most new Chipotle U Rewards members will receive the coveted BOGO offer.
Once the competition ends, the winners will be notified, and the free Chipotle offer will be delivered directly to the wallets of Chipotle U Rewards members in those towns.
New Menu Items for Chipotle U Rewards Members
In addition to the Rivalry Week competition, students who join Chipotle U Rewards can look forward to other perks, such as:
- 1,000 bonus points upon enrolling in Chipotle U Rewards
20% more points on every purchase, helping students earn free food faster
The BOGO offer will be limited to one free menu item with the purchase of an entrée of equal or greater value, and the offer will be redeemable in participating Chipotle locations across the U.S.
Chipotle's initiative taps into the competitive spirit of college sports while offering a practical incentive for students to engage with the brand.
As Curt Garner, Chief Strategy and Technology Officer of Chipotle, puts it, “The college towns that activate the most superfans will have their passion rewarded with the ultimate trophy: free Chipotle.”
For more details on how to join the competition, students can visit rivalry.chipotle.com.