Marketing

Chipotle: 'Time to unlock the guac'

Provided

July 29, 2020

Chipotle Mexican Grill is offering Chipotle Rewards members the opportunity to top off meals with free guac to celebrate National Avocado Day (July 31.)

Chipotle's 15 million Rewards members will receive the free guac offer in their Chipotle Rewards wallets Friday, and non-members can join Chipotle Rewards by Thursday to receive the offer.

"National Avocado Day has become a holiday synonymous with Chipotle's fresh, hand-mashed guac without the extra cost," CMO Chris Brandt said in a company press release. "This year, guac once again isn't extra on Avocado Day and we're giving fans a chance to guess their way to free guac for an entire year."

Unlock the Guac Challenge
Chipotle has created six Chipotle Rewards accounts, one for each ingredient in its guac recipe, pre-loaded with one year of free guac offers, and the brand will challenge fans to guess the unique password for each account. Guac connoisseurs can enter the Unlock the Guac challenge by texting their password guesses to 888-222. If a fan cracks the code to correctly guess a password for a username shared by Chipotle on social, they will win full ownership of the Chipotle Rewards account and 52 free guac rewards. On July 29 and 30, Chipotle will share clues for the secret passwords across its social channels.

For restaurants across the U.S., Canada and Europe, Chipotle purchases nearly 4 million cases of avocados per year, equivalent to more than 90 million pounds of fruit for its guac. The brand's 2019 National Avocado Day offer resulted in Chipotle's biggest guac day in history, with over 802,000 sides of guac served, according to the release.

Chipotle Rewards
In addition to topping off their entrees with free guac on National Avocado Day, Chipotle Rewards members earn 10 points for every $1 spent in the restaurant, online, or in the app, with 1,250 points resulting in a free meal. Launched in March 2019, Chipotle Rewards is one of the fastest-growing restaurant loyalty programs of all time with 15 million members to-date.