Chipotle Has A Sad New Plan To Win Us All Back

It's gonna take more than free burritos.
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What do you do after suffering E. coli breakouts and a couple norovirus scares?

Invent a rewards program, of course. That'll win 'em back!

The strategy seems worth a try to Chipotle. The company is launching a new summertime rewards program called "Chiptopia" this week, with plans to run it through the end of September. The program lets customers earn free meals at Chipotle by, well, eating more Chipotle.

Chiptopia rewards frequent visits to Chipotle, rather than dollars spent. Any purchase over $6 counts for a visit credit. Rack up enough visits, and you'll earn free entrees and maybe even some catering for your crew. This system makes Chiptopia slightly more appealing than, say, Starbucks Rewards, which recently changed to reward customers who spend more on coffee rather than spending often.

However, Chiptopia runs for only three months, which makes the whole deal pretty lackluster. And let's face it: Is another burrito really the reward we crave after eating burritos? Some unlimited guac would be nice, along with a clean food safety record.

We love your food, Chipotle, whether you offer rewards or not. Just keep it clean, please!

Before You Go

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