Chipotle is hoping to become a bigger part of its customers’ wellness journeys, partnering with Strava to launch a “No Quitters Challenge.” According to a release, Chipotle is the first restaurant brand to create a customized challenge and segments on Strava, a digital platform that tracks physical exercise for more than 120 million users.
As part of the partnership, the Strava app now offers several Chipotle “segments,” or portions of roads/trails where users can enter into friendly competitions. Those segments are located in New York, Los Angeles, Chicago, Washington DC, Denver, and Columbus, Ohio, and each segment ends at a Chipotle restaurant. The user who completes each segment in each city the most will win free Chipotle Lifestyle Bowls for a year. A Chipotle running survey shows that nearly 70% of customers who are runners are “likely” or “very likely” to eat Chipotle after training for a race.
Additionally, customers who log at least 20 minutes of activity twice a week between Jan. 15 and Jan. 28 will receive free guacamole. The partnership also includes other incentives, such as a free Lifestyle Bowl for the first 30,000 Rewards members who order a bowl on Jan. 12 – also known as “Quitters Day,” when most people abandon their New Year’s resolutions. Chipotle will also sponsor a streak-based challenge via Strava between Jan. 15 and Jan. 31, and free delivery on digital orders of Lifestyle Bowls throughout the month.
According to a newly released Forbes Health survey, most consumers are focusing on their physical health in the new year, with a majority of respondents, 48%, citing fitness as a top resolution.
“We know getting through January is always the hardest hill to climb on the journey toward health and wellness goals,” Chipotle Chief Brand Officer Chris Brandt said 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.”
This campaign follows Chipotle’s launch of its Lifestyle Bowls in January 2023. There are seven bowls in the chain’s 2024 lineup, including Balanced Macros Bowl, Veggie Full Bowl, Wholesome Bowl, Keto Salad Bowl, High Protein Bowl, Plant-Powered Bowl, and Go Half Veggie Bowl. During the company’s Q4 2022 earnings call in February, CEO Brian Niccol said the bowls were launched to “cater to contemporary wellness habits of Gen Z and millennials,” adding they are a way to show existing customers that they can create “balanced meals” with the chain’s existing ingredients.
To promote that initial launch, Chipotle created a “wellness-inspired” augmented reality lens on Snapchat, encouraging customers to exercise and meditate through “Chipotle-inspired” prompts.
Contact Alicia Kelso at [email protected]