Technology

Chipotle app fuels $2B in digital sales

Provided

September 1, 2021

Chipotle Mexican Grill continues to improve its digital experience with enhancements to the Chipotle Rewards program, which has helped the brand surpass $2 billion in digital sales this year. The rewards program, for example, has 24 million members, according to a company press release.

The nearly 3,000-unit chain, however, isn't holding back on upgrades, rolling out Extras, an exclusive feature for Chipotle Rewards members that unlocks access to extra points, helping members access free Chipotle even faster, CMO Chris Brandt said in the release.

"Offering new ways to engage with Chipotle is essential to the ongoing evolution of our digital business," he said. "The new Extras feature gamifies Chipotle Rewards through special challenges and allows Rewards members to celebrate their achievements with special badges."

To celebrate the launch, Chipotle Rewards members may get double points on a purchase through Friday.