Popular loyalty program of Chipotle gets new enhancements

Enhancements Help Feed A $2 Billion-Plus Business

Chipotle Mexican Grill Inc. (NYSE: CMG) is touting a new addition to its loyalty program it hopes will continue to help grow its more than $2 billion digital business.

OC’s second-most valuable public company, which counts more than 2,850 restaurants and a market cap of $54 billion as of last week, said it added a feature called Extras to its Chipotle Rewards program further gamifying loyalty by adding more ways for consumers to rack up points. Customers already accrue 10 points for each $1 spent.

Now, they can earn additional achievement badges based on their purchases that translate into additional points.

Those points can then be exchanged for Chipotle food, apparel or charitable donations to organizations the company is partnered with, such as the National Young Farmers Coalition.

The addition to the rewards program helps continue to generate interest around the digital business for the Chipotle Rewards’ program’s 24 million members.

Chief Marketing Officer Chris Brandt said in a statement announcing Extras that “offering new ways to engage with Chipotle is essential to the ongoing evolution of our digital business.”

Digital increased 10.5% to $916.5 million in the June quarter for Chipotle and made up nearly 49% of overall sales during that same period.