Chipotle Launches Loyalty Program ‘Chiptopia’ to Win Back Customers

Chipotle Mexican Grill wants you back. The fast-casual restaurant, which was hit with health scares and low sales over the past year, is launching a loyalty program called “Chiptopia” to offer customers free burritos, chips, guacamole, and more.

And in the burrito giant’s version of a loyalty program, users get points just for stopping by for a meal.

The loyalty program, which launches Friday, will last for just three months, though the company said in a press release it will be “listening to our customers and using what we learn as we consider the design of an ongoing rewards program” throughout the summer.

Chipotle sales fell by 23% in the first quarter of this year, after episodes of E.Coli and norovirus hit a number of restaurants and scared away customers. The chain also offered a free burrito promotion earlier this year to win customers back.

According to a Chipotle press release, customers will earn a free order of chips and guacamole after their first entree purchase under the loyalty program. Each time a visitor spends $6 or more on an entree, they earn points in the program. After a customer’s fourth, eighth and eleventh entree purchase he or she can earn a free entree and move up a “status level” where more perks are available.