Fast-casual chain CAVA is merging food and gaming in a new collaboration with professional gamer and streamer Cody “Clix” Conrod. The partnership, which began October 16 and runs through November 23, introduces a gamified customer experience both in-store and online.
The core of the initiative is the CAVA Pass Challenge, a loyalty-based rewards system that allows participants to “level up” with every qualifying purchase. The campaign is targeting the gaming community, a growing part of CAVA’s customer base, while also supporting a charitable cause.
How the CAVA Pass Challenge Works
Customers who opt into the challenge via the CAVA app are automatically entered into a sweepstakes to win a custom-built gaming PC. The machine, developed by Paradox Customs, includes high-end specs — an AMD Ryzen 7 7800X3D processor and an NVIDIA RTX 5070 Ti graphics card — as well as a touchscreen interface that allows the winner to order CAVA directly from the PC case.
Other rewards are tied to repeat visits:
- After 3 qualifying purchases (minimum $10 per visit, one per day), the first 20 customers win JBL Grip Speakers.
- After 5 visits, participants receive a free bag of pita chips. Choices include the Classic Pita Chips and Cinnamon Sugar Pita Chips (new menu item).
- After 7 visits, users are upgraded to CAVA’s top-tier Sun loyalty status, unlocking additional perks.
Limited-Time Clix Bowl Raises Money for Cancer Research
As part of the campaign, CAVA is also launching a limited-time digital-exclusive menu item: the Clix Chicken Shawarma Bowl, available through December 28. A portion of proceeds (10%, up to $10,000) from each bowl sold will go to the Dana-Farber Cancer Institute, a cause personally meaningful to Clix.
Clix Chicken Shawarma Bowl ingredients:
- Chicken Shawarma
- Brown Rice
- Romaine
- Tzatziki Dip
- Hummus Dip
- Avocado
- Fire-Roasted Corn
- Fiery Broccoli
- Pita Crisps
- Garlic Dressing
- Yogurt Dill Dressing
- Side Pita
CAVA executives say the collaboration highlights the intersection of community, food, and technology. “We’re seeing more and more of our fans in gaming culture,” said Andy Rebhun, the company’s Chief Marketing and Experience Officer.
Clix is promoting the campaign via Twitch streams, including a launch stream and two follow-ups with CAVA-branded graphics and chat features. At TwitchCon San Diego this week, he is distributing 20,000 free pita chip cards as part of the campaign’s launch.
The Clix Bowl is available exclusively online, while the CAVA Pass Challenge runs nationwide through participating restaurants and the CAVA app until November 23.