A NEW Digital-First Brand
Our challenge is to redefine Chipotle in a post-covid world, creating breakthrough ideas that differentiate the brand across digital channels. First to turn Chipotle digital experiences into a vehicle for championing a ‘more real’ food experience through innovations and digital activations that demand attention. Second, to create a rewards program that gives back to customers and activates the rewards channel a daily destination.
Launching the Flex Channel from the home screen launches a full-screen immersive content channel. Here we can connect to the broader digital footprint, and offer stories, videos, shopping, contests, rewards, offers, games, and activations without obstructing existing user behaviors.
FLEX CHANNEL
Real Stories Platform
Real Stories is a content platform within the app, on chipotle.com, and across social channels that elevates our voice as a purpose-driven brand. We’re covering the people and topics closest to our hearts with mini-docs and content series. We understand what’s happening, and our energy is focused on the real people, opportunities, progress, and solutions happening in sustainability, local food, and DE&I every day.
rewards channel evolution
The rewards channel is built on three classes of triggers. User status, activations, and habit formation create a flywheel effect through random variable rewards and structured challenges.
channel strategy
Chipotle+
When you hit certain milestones within the loyalty program, you unlock Chipotle+, an enhanced version of the app. The look and feel of the entire app is personalized to your level. The UI takes on that tier’s look and you gain access to new menu items, perks, and rewards to match your new status.
Rewards are a celebration, the in-store QR card should feel the same. We’ve create tiered cards for more frequent customers, driving more buzzworthy app engagement. Based on your purchase history and app engagement, we’ll upgrade your rewards multipliers.
In-Store Digital Rewards
