Chipotle Takes Rewards Program National

After a successful test in several markets last fall, the brand is launching its new points-based rewards program on a national scale, according to a recent CNBC article. To roll out Chipotle Rewards this week, the brand is partnering with digital wallet company Venmo to deliver surprise payouts to its fans. Approximately 25,000 people per day will receive a deposit in their account for amounts ranging from $1 to $500 through March 15, according to the article.

[Chipotle] CEO Brian Niccol told CNBC a rewards program has been the most-requested initiative among its consumer base. “With digital ramping up in recent quarters — growing some 66 percent in the fourth quarter of 2018, accounting for nearly 13 percent of sales — Niccol said loyalty is another way to get users engaged online, and he expects it will have a ‘multiplier effect’ on the company's digital business,” the article continues.

As its digital platform continues to see major growth, it’s no wonder Chipotle is making a national push to create further opportunities for immersive engagement beyond just its app. The forward-thinking rewards program and other recent digital innovations indicate restaurant industry players may once again be following the brand's lead into the future.

"Where the growth is happening right now in the restaurant space is primarily on the digital side," said Peter Saleh, a BTIG managing director and restaurants analyst who was quoted in the article. "If you are good at all of these things — digital, delivery, take out, social — you are generally taking share in the space, and growing faster than the rest."