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By Suzanne Blake
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Chipotle is launching a brand new menu offering in time for Halloween, but the Chip-or-Treat deal is limited to Chipotle Rewards members.
The deal allows Rewards members to earn free treats throughout the month of October.
Why It Matters
New menu items or meal deals remain a way for restaurant brands to remain relevant as the dining sector becomes increasingly competitive.
Read More on Food & Drink
While some consumers are reeling back spending in the restaurant and retail space, the new Chipotle offering could cause a surge in Rewards members, boosting overall sales down the line.
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What To Know
Chipotle Rewards members started earning free items on October 6 as part of the Chip-or-Treat deal.
The freebies are available as long as you are a Rewards member and purchase an entree each week.
The deals are available through October 30, as long as you purchase an entree on the Chipotle app, website or in restaurants and scan your Chipotle Rewards member card.
Within a few hours after a purchase, you’ll see a Chip-or-Treat email providing a "treat" tailored to your preferences, valid for five days.
Altogether, members will be able to score up to four treats and four exclusive Rewards badges throughout the month of October.
The treats available include free guac or chips or bonus Rewards points up to four times this month.
What People Are Saying
Chris Brandt, Chipotle’s president and chief brand officer, said in a statement: “For 25 years, Boorito has been the can’t-miss Halloween tradition for our fans, and this year we’re expanding it into a full month of treats. No tricks, just delicious, real food made fresh every day and weekly rewards that make this October the biggest Halloween season ever at Chipotle.”
Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “Of all the promotional endeavors restaurant chains have launched over the last few months to win back cash-strapped customers, Chipotle's may be the most brilliant. Many restaurants in recent weeks have launched either meal deals, new fall menu items, or both in an attempt to draw in customers who have opted to scale back dining out to save money.”
What Happens Next
On October 31, Chipotle’s Boorito offering will return for an in-restaurant entree offer.
In the meantime, the Chip-or-Treat deal could boost long-term sales.
“The combination of a Halloween-themed promotion that uses free rewards as a way to get customers to return through their doors could prove to be a savvy one, as other retailers that use free offers on everything from coffee to side items have generally seen an uptick in foot traffic,” Beene said.
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