Marketing
Chipotle offering 'Chip-or-Treat' perks
Chipotle is also leveraging digital ordering to introduce Build-Your-Own Chipotle, a digital-exclusive family meal. The customizable spread is designed to serve four to six people and is available for pickup in 15 minutes.
October 24, 2025
Chipotle Mexican Grill is putting its Chipotle Rewards members front and center for its biggest annual celebration, the return of Boorito on Halloween, while also rolling out a full month of exclusive offers designed to drive loyalty engagement, according to a company press release.
Boorito returns with rewards exclusivity
On Oct. 31, 2025, Chipotle Rewards members who visit a restaurant in costume from 3 p.m. to close local time will receive a $6 entree offer.
In a nostalgic nod to its 2020 campaign, Chipotle is also bringing back the Boorito Costume Contest on TikTok. From Monday, Oct. 27 to Nov. 2, fans may post a video with their costume using the hashtag #BooritoCostumeContest for a chance to win a VIP Card — valued at over $500 in free Chipotle.
Chip-or-Treat engages members all month
Chipotle has been building loyalty excitement throughout October with the debut of "Chip-or-Treat," a digital perk available exclusively to Rewards members. Recognizing that a significant number of adults feel nostalgic about trick-or-treating, the campaign invites members to engage weekly for customized rewards.
Here's how the four-week "Chip-or-Treat" program works:
- Rewards members must purchase a regular menu entree through the Chipotle app, Chipotle.com, or in-restaurant (by scanning their member card) through Oct. 30.
- Within a few hours of the purchase, members receive a tailored "treat" via email, which is valid for five days. Treats include offers like free guacamole, free chips, double protein, and extra Rewards points.
- Members may "Chip-or-Treat" once per week to earn up to four treats and four exclusive Rewards badges in October.
Digital focus on family meals
Chipotle is also leveraging digital ordering to introduce Build-Your-Own Chipotle, a digital-exclusive family meal. The customizable spread is designed to serve four to six people and is available for pickup in 15 minutes. To drive adoption of the offering, the brand is offering fans $10 off their first BYOC order with the code TRYBYOC for a limited time.
