Marketing

Chipotle wants to reward those who are not quitters

This resolution season, the chain is partnering with the Strava app, mapping out segments to run, bike or walk that end at a Chipotle.
Chipotle Lifestyle Bowls
Chipotle Lifestyle Bowls are digital-only menu items designed for various diets. |Photo courtesy of Chipotle.

'Tis the season for wellness resolutions and Chipotle this year is offering rewards to people who are not quitters this January.

The fast-casual chain on Tuesday said it has partnered this year with the Strava app, a digital community for athletes who like to track and analyze every run, bike or lap swim. Chipotle says it’s the first restaurant to build a customized challenge and segments within the app to give participants a chance to win free Lifestyle Bowls when they meet certain goals.

“We know getting through January is always the hardest hill to climb on the journey toward health and wellness goals,” said Chris Brandt, Chipotle’s chief brand officer, in a statement. “With the help of challenges on the Strava platform and our curated Lifestyle Bowls, we are giving our fans the right tools to sustain healthy habits and win in 2024.”

Starting Tuesday, the Strava app will list Chipotle segments in cities like New York, Los Angeles, Chicago, Washington, D.C., Denver and Columbus, Ohio. Not surprisingly, each segment ends at a Chipotle restaurant, where it is suggested that athletes can enjoy a post-workout meal.

Those who earn Local Legend (LCL) status on Strava, which can be achieved by completing the segment the most times, can win free Lifestyle Bowls for a year, Chipotle said.

Perhaps more achievable is getting past the second Friday in January, which is known as Quitters Day, because it tends to be the day most people give up on New Year’s resolutions. Chipotle has named Jan. 12 “No Quitters Day,” and the first 30,000 Rewards members who order a Lifestyle Bowl on the app or website will get a free bowl offer in their Rewards account a week later.

Then, on Jan. 15, Chipotle said it will launch a national-streak-based challenge on Strava, which will reward athletes with a free side of guacamole for logging at least 20 minutes of activity twice per week through Jan. 28, whatever the sport. And, yes, pickleball is an option.

For the less sporty, Chipotle is also offering free delivery on Lifestyle Bowls orders through Jan. 31.

This year’s Lifestyle Bowl options, which are digital exclusives in the U.S. and Canada, include:

  • Balanced Macros Bowl, with light white rice, black beans, chicken, fajita veggies, tomato salsa, guac and extra lettuce.
  • Veggie Full Bowl, with white rice, black beans, fajita veggies, tomato salsa, roasted chili-corn salsa and guac.
  • Wholesome Bowl, which is compatible with the Whole30 diet, with supergreens lettuce blend, chicken, fajita veggies, tomato salsa and guac.
  • Keto Salad Bowl, with supergreens lettuce blend, chicken, tomatillo-red chili salsa, tomato salsa, sour cream and cheese.
  • High-Protein Bowl, with white rice, black beans, double chicken, tomatillo-red chili salsa, cheese and lettuce.
  • Plant-Powered Bowl, with supergreen lettuce blend, white rice, sofritas, fajita veggies, tomato salsa, roasted chili-corn salsa and guac.
  • Go Half Veggie Bowl, with half chicken, half sofritas, supergreen lettuce blend, white rice, fajita veggies, tomato salsa, roasted chili-corn salsa and sour cream.

 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

Crumbl may be the next frozen yogurt, or the next Krispy Kreme

The Bottom Line: With word that the chain’s unit volumes took a nosedive last year, its future, and that of its operators, depends on what the brand does next.

Technology

4 things we learned in a wild week for restaurant tech

Tech Check: If you blinked, you may have missed three funding rounds, two acquisitions, a “never-before-seen” new product and a bold executive poaching. Let’s get caught up.

Financing

High restaurant menu prices mean high customer expectations

The Bottom Line: Diners are paying high prices to eat out at all kinds of restaurants these days. And they’re picking winners and losers.

Trending

More from our partners