Overview
- Chipotle, which relaunched its loyalty program Monday, rolled out Rewards on Repeat across the U.S. and Canada except Quebec through a redesigned app that puts all perks in one place.
- Members will get monthly free food drops as the company brings back Freepotle without requiring point redemptions.
- Points now stay active with one qualifying purchase per year, replacing the previous six-month window.
- Redemptions get easier with lower point thresholds and new choices such as 50% off an entrée and bundled meal deals.
- The company says Rewards links more than 21 million active members and drives about 30% of sales, and it is using the upgrade to win back younger, price-sensitive diners after 2025 traffic declines.