Chipotle Mexican Grill continues to lean into its robust digital channels by launching a free delivery promotion geared for sports fans.
The Newport Beach, Calif.-based fast-casual chain will offer free burritos for a year to loyalty members who can correctly predict the final score before the scheduled start time of a designated game. Chipotle picks the game of the week with the first challenge starting today.
The company describes its game like this: “Chipotle’s first Free Delivery Monday Matchup is a men's professional basketball game featuring a purple and gold team facing off against a hot sharpshooter and the squad from the Pacific Northwest on the evening of August 24.”
To play, fans enter their final score prediction as their entrée name when ordering a meal from the brand’s app or website. The prediction must occur before the game starts.
Chipotle will award up to 10 winners. If there are more than 10 fans who correctly predict the final score, Chipotle will randomly select the winners. Chipotle will drop a year’s worth of free burritos into their Chipotle Rewards account as early as the next day.
The challenge will be held every Monday through Sept. 28. Chipotle said the chain will feature pro sports games from American football, baseball, basketball (men's and women's), and hockey.
“Sports are officially back, and fans want to be a part of the action even though stadiums are empty,” Chris Brandt, chief marketing officer, said in a statement. “Free Delivery Monday Matchup gives our Rewards members an opportunity to gamify their favorite Chipotle orders in parallel with live sports for the chance to win real food and big-time bragging rights.”
To entice predictions, Chipotle is offering free delivery on orders of $10 or more placed through the brand’s app or website each Monday through Sept. 28.
To enter without making a purchase, consumers can send their final score prediction before the start of the game to: [email protected]
Chipotle has seen digital sales soar over the last two years as the company continues to use clever marketing promotions to drive delivery and pickup orders made through the company’s branded channels.
In its latest quarter, digital sales grew 216.3% and accounted for 60.7% of sales for the quarter ended June 30. Digital sales of $829 million broke the previous quarter’s record of $372 million, a boost partially driven by the growing popularity of the brand’s app, which now has about 15 million loyalty members.
Chipotle is also stepping up its use of Chipotlanes, drive-thru pickup lanes designed for fetching mobile orders. During the pandemic, the company opened its 100th Chipotlane. The brand has drive-thru lanes in 32 states.
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