Chipotle IQ returns for the fifth year in a row, testing customers’ knowledge of the brand in exchange for free food
For the fifth year in a row, Chipotle is offering its trivia game, called Chipotle IQ, to rewards members in the United States and Canada, with a chance to win a buy-one-get-one-free offer. The game has generated 4 million plays since its launch.
This year’s game is available Aug. 20-22, when fans can enter to play online at chipotleiq.com to answer questions about the brand, including its ingredients, culinary techniques, sustainability work, history, and more.
Chipotle will offer 5,000 BOGO codes per hour to the first rewards members who score a 10 out of 10 on Chipotle IQ. A perfect score will unlock an extra-credit question, and if answered correctly, fans will be entered to win one of 50 prizes of free burritos for a year. Those who finish the quiz with a perfect score but who do not win a BOGO code will receive the bonus point prize. Additionally, members who score a 7, 8, or 9 will receive 25 rewards points in their account.
“This marks the fifth year that we’re testing our fans’ knowledge with Chipotle IQ,” chief brand officer Chris Brandt said in a statement. “With 4 million game plays since we introduced the concept, we believe there’s an appetite for competition and free burritos.”
Brandt offered a hint for one of the questions, noting that Chipotle uses 48 avocados in every batch of guacamole.
Offering exclusive gamified promotions through the app has been a successful tactic for Chipotle. Its recent National Burrito Day, for instance, led to its best sales and digital sales day ever, as well as its best enrollment day of the year for the rewards program. That campaign also included a digital word game for the chance to win a buy-one-get-one-free offer, as well as free delivery for rewards members. The rewards program, which was launched five years ago, now includes about 40 million members, who visit more frequently and spend more money with the brand, executives have noted during recent earnings calls.
Contact Alicia Kelso at [email protected]
