Chipotle Mexican Grill is giving free meals to connossieurs of the chain.
In another effort to engage customers virtually, the fast-casual brand launched an online trivia game Wednesday and is rewarding the first 250,000 people who ace the test with a digital buy one, get one offer.
The game, called Chipotle IQ, features 10 randomly selected questions about the chain. They cover things like the number of real ingredients on Chipotle’s menu (53), the benefits of enrolling in Chipotle’s rewards program (free guacamole, 10 points for every $1 spent, and a gift on your birthday), and the correct pronunciation of “Chipotle” (chi-poat-lay).
Many of the questions tout the chain’s freshness and sustainability. For instance, one asks what tool employees use most often in the kitchen during food prep; the answer is a knife. Another asks how many pounds of locally grown produce the brand purchased in 2018 (29 million).
Users can take the quiz as many times as the want until they score 10 out of 10. When they do, they enter their phone number and receive a text congratulating them on being a “Chipotle genius” with a code to redeem the BOGO.
"Chipotle IQ allows our customers to discover Chipotle in a whole new way and rewards our most devoted brand experts," said CMO Chris Brandt, in a statement. "We're introducing a test our fans will actually be excited to take."
The quiz is the chain’s second promotion this week focusing on its digital channels. On Monday, it rolled out a deal offering free burritos for rewards members who correctly predict the score of a weekly sporting event.
Digital sales for the Newport Beach, Calif.-based chain were up a whopping 216.3% for the second quarter, and its second make lines for digital orders were averaging $1 million in annual sales per unit.
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