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Thursday, Jul 18, 2024

Chipotle Boosts Rewards Users Via Video Game

Let the games begin—well, actually, they already have.
Newport Beach restaurant chain Chipotle Mexican Grill Inc. (NYSE: CMG) was the latest to enter the gaming realm when it released a limited-time game for loyalty program members.

The $43 billion-valued company, with more than 2,800 restaurants, offered in late June a competition for members to compete in a racing video game with the top scorer nabbing a Tesla 3.

Additional rewards for second, third and fourth were also given out, including loyalty points for some 500,000 players.  

The game added another dimension to the company’s loyalty program and saw some 2.1 million games played with over 17 minutes on average played per player. The company also said it increased its Chipotle Rewards members by 55% week-over-week.

Rewards programs across companies saw major refreshes during the pandemic as firms sought to remain connected to their consumer base.
Adding a gaming element brings another dimension to the point accrual process, making it not just about buying food.

Men’s and women’s clothing retailer Pacific Sunwear of California LLC most recently revealed plans to enter the gaming world, initially with branded clothing for avatars on San Mateo-based Roblox Corp.’s (NYSE: RBLX) gaming platform.

The Anaheim company said it’s also working on development of a virtual community with game developer Melon.

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