Chipotle Mexican Grill is bringing back its “Summer of Extras” promotion as a way to build on its recently relaunched rewards program, per details shared with Marketing Dive. Running from June 1 through Aug. 31, “Summer of Extras” follows a similar 2025 effort that drove 6.4 million activations and incremental sales estimated at more than $12 million, per the company.
“We're really pleased with the response that we had last year with ‘Summer of Extras,’” said Curt Garner, president and chief strategy and technology officer at the chain. “We learned a tremendous amount of what matters [to consumers].”
Those learnings informed how consumers this summer can earn points, badges and free food through the rewards program, which has nearly 23 million active members. Interactive, gamified features include monthly streak tracking; local, state and national leaderboards; limited-timed “Side Quests”; exclusive offers; and gamified badges and progress tracking.
Last year, leaderboards, badging and other competitive elements resounded with the brand’s super fans, helping the promotion to generate nearly 38 million earned social impressions as consumers shared stats and rankings. Internally, Chipotle tracks “attractiveness ratings” for different parts of its app, experience and rewards program that measure where consumers dwell and what they click through.
“Knowing the engagement that people have with the brand and where and how they like to engage, coupled with the fact that we've already got this really strong value proposition, gave us a freedom within that framework to figure out how we plus-up the rewards, how we offer more choice, how we make it more enticing to join, and how we give people more flexibility and do all of those things without increasing the number of points it takes to get a reward,” Garner said.
Refreshed rewards
The “Summer of Extras” promotion will be an early test of how Chipotle can leverage its rewards platform, called “Rewards on Repeat,” which launched in April alongside a redesigned in-app experience. The rewards program is the chain’s latest effort to engage Gen Z consumers, who made up nearly half of all restaurant loyalty program signups in 2024.
The rewards program is also a way to improve sales at the fast casual chain. In 2025, comparable sales tied to loyalty “meaningfully outpaced” non-loyalty comparable sales, CEO Scott Boatwright said on a recent earnings call. Plus, only about 20% of in-restaurant business is linked to rewards, compared to nearly 90% of app transactions, giving Chipotle plenty of room to grow the program.
“We continue to see clear evidence that deeper engagement builds loyalty and drives comps. Loyalty-driven comps have now outpaced non-loyalty comps for several consecutive quarters, and the gap is widening,” CFO Adam Rymer said on the earnings call, attributing growth to programs like “Summer of Extras” and its free food perk “Freepotle.”
The rewards relaunch was informed by direct engagement with brand super fans as well as the first-party data the chain — which completely owns and operates its locations — has amassed through years of digital engagement across its website, app and other channels.
The rewards program remains a key part of Chipotle’s marketing flywheel. The chain’s marketing organization — now headed up by new Chief Brand Officer Fernando Machado — oversees traditional and digital marketing at the top of the funnel down to restaurant-level and point-of-purchase channels. The digital team helps deliver a fast, relevant, customized experience, and the operations teams deliver the food experience.
“Once [consumers are] in the rewards program, it's much easier for us to execute performance marketing and be more targeted in our messaging in our offers to those guests,” Garner said of the flywheel. “Each one of the functions works together to build this coordinated, excellent guest experience.
