In 2021 Chipotle focused in on getting to know their rewards members. Driven by data we honed in on what we had learned from their habits and tailored our emails to speak more directly to each member, showering them with extra rewards and points.

In addition to personalized emails, Chipotle introduced an new way to earn Chipotle Extras. New to the loyalty program collecting and earning extra badges are made to feel like a game. Complete with personalized challenges, achievement badges, and most importantly, all extra points!

4.7 million extras were earned in the first 3 months of the launch. Helping expand the Chipotle Rewards program from 18M to 25M+ in 2021.

Check out some of the many badges below!

Radical Relevancy

As our data and customer understanding grew deeper and more specific, it led to more customized journeys triggered by their behavior, imagery to match their ordering preference, and it allowed us to predict when someone was starting to slip from their normal habits.

Chipotle's year end

Grew membership base

18-25m

A Reward Member's year end

Extra's given away

4.7m

Over

50m lbs

of guac sold last year

Key campaign ROI

724%

Role Graphic Designer
Art Director Clay Needham
Copywriter Adam Tarchoun
Motion Graphics Spike Martin

Client Chipotle
Agency Gale Partners