Chipotle revamps rewards program; introduces gamification in partnership with TeslaChipotle revamps rewards program; introduces gamification in partnership with Tesla

Joanna Fantozzi

Chipotle Mexican Grill announced Tuesday a revamp of its rewards program, called the Rewards Exchange, where rewards are more customizable and customers can choose to cash in their points for 15 different reward options instead of just entrees, including free guacamole, drinks, and swag.

In celebration of the rewards program relaunch, Chipotle is introducing gamification to the rewards program for a limited time, in partnership with Tesla. Chipotle Race to Rewards Exchange is a retro-style racing game that will be available on both mobile and desktop devices for 48 hours beginning Wednesday at 9 a.m. PDT. Participants must have a Chipotle Rewards account to participate (or can create one on the spot).

Participants are racing to win a Tesla Model 3, while other environmentally friendly transportation-themed prizes include an electronic bike or electronic skateboard, along with 250 rewards points (good for free chips) for the first 500,000 players every day.

“The new Chipotle Race to Rewards Exchange video game is a fun way to demonstrate the speed at which our loyalty members can now earn rewards,” Chipotle chief marketing officer Chris Brandt said in a statement. “This is one of the many ways we’re super-charging our superfans and offering exclusive experiences to our most loyal guests.”

The racing game is a marketing nod to how fast customers will be able to earn rewards in this newly redesigned rewards app. According to Chipotle, Rewards members can earn free chips after just two visits to Chipotle.

Chipotle is not the first brand to relaunch its rewards program to be more flexible and customizable. Loyalty program leader Starbucks made the transition to its new rewards program in April 2019, which added customization options and replaced tier lateral rewards structure with a tiered one.

McDonald’s is also currently in the midst of testing its MyMcDonald’s rewards program, first announced last fall, which will have customizable features.

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