Chipotle Mexican Grill is spicing up its marketing mix. The quick service restaurant announced that it's launching a three-month-long rewards program called Chiptopia Summer Rewards.

But is Chiptopia a loyalty campaign?

Industry experts say no.

Although Scott Robinson, VP of strategy and design at Bond Brand Loyalty, says Chiptopia shares many of the same mechanisms of a loyalty program (e.g. the ability to identify customers, monitor engagement, and guide them to purchase), he considers it a promotion due to its temporary structure and focus on discounts.

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