Chipotle Mexican Grill Inc. said Monday that it will launch a summertime rewards program starting July 1. Chiptopia Summer Rewards will run through September and offer customers rewards based on the number of paid visits to Chipotle they make in a month. Credits are accumulated for one visit per day in which a minimum of $6 (before tax) is spent. Customers can achieve mild (four visits), medium (eight visits), or hot (11 visits) status and receive bonus rewards for frequent qualifying visits throughout the program. Purchase totals reset to zero at the end of each month. Diners who register in July and make a $6 minimum pre-tax purchase receive free chips and guacamole. “While Chiptopia Summer Rewards lasts just three months, we will be carefully listening to our customers and using what we learn as we consider the design of an ongoing rewards program,” said Mark Crumpacker, chief creative and development officer at Chipotle, in a statement. Chipotle shares are down 0.6% in Monday morning trading, and down 34.7% for the past year. The S&P 500 is down 4.2% for the last 12 months.
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