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.