Chipotle Mexican Grill is expanding its rewards program by adding a dedicated loyalty plan for college students, starting today.
Dubbed Chipotle U Rewards, the company said student members can expect reward drops during finals and game days or graduation giveaways.
“With the introduction of Chipotle U Rewards, we’ve created a new personalized digital experience for Gen Z students who are craving real food and real value,” President and Chief Strategy and Technology Officer Curt Garner said.
Students enrolled in the program will earn 20% more points on every purchase, resulting in free Chipotle faster, the company said.
Chipotle says it’s the first major national restaurant brand to launch a student-centered loyalty program. The Newport Beach restaurant chain also collaborated with Urban Outfitters to release a Chipotle-themed dorm collection paired with the program launch.
In total, Chipotle has gathered over 20 million rewards members since it first introduced a loyalty program in 2019.
