Chipotle is going to college.
Just in time for back-to-school season, the fast-casual chain on Tuesday announced its first loyalty program specifically for college students, called Chipotle U Rewards.
The goal is to bring more value to Gen Z by recognizing the rhythms and milestones of the academic year, according to press materials. That will mean surprise drops during events like finals, game days, graduation and other tentpole moments in their lives.
“With the introduction of Chipotle U Rewards, we’ve created a new personalized digital experience for Gen Z students who are craving real food and real value,” said Curt Garner, Chipotle’s president and chief strategy and technology officer, in a statement. “Chipotle has long been a go-to destination for students’ celebratory meals, and now members will be given special offers that tie to specific milestones throughout their college journey.”
Chipotle is a favorite brand on college campuses. The 3,800-unit chain has about 250 locations within two miles of a college campus.
The move is also a way to offer value to cash-strapped college students without discounting the brand more broadly.
Chipotle's same-store sales turned negative in the first half of the year, and Scott Boatwright has pledged to strengthen the brand's value message.
To enroll in Chipotle U, members must be able to validate their college enrollment with an ID. But joining also gets them 1,000 bonus points, and members earn 12 points for every $1 spent at Chipotle.
The launch will be celebrated, starting Wednesday, with the offer of “A Little Extra” Dorm Collection, in partnership with Urban Outfitters.
At select Urban Outfitter locations and online, Chipotle U members can purchase vital back-to-campus accessories, like a Chipotle “Water” Cup Tumbler ($16), a Chipotle delivery doormat ($29), a Chipotle burrito throw blanket ($99) or a black bean bean bag chair ($299), which is also available in pinto bean flavor.
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