Chipotle's 'Chip-or-Treat' Promotion & Boorito Event Gear Up for Spooky Halloween Fun
Chipotle is gearing up for Halloween with a month-long 'Chip-or-Treat' promotion, leading up to its annual Boorito event. The fast-casual giant is offering weekly deals for Rewards members, with the main event celebrating its 25th year.
Throughout October, Chipotle Rewards members can enjoy weekly 'Chip-or-Treat' deals. Each week, purchasing an entrée will grant members a personalized treat and earn them a Reward badge for additional perks. This promotion is set to culminate in the annual Boorito event on Halloween, where customers can expect deeply discounted burritos, bowls, or other entrées.
Chipotle's share of fast-casual visit traffic has surged to 26% in the second quarter of 2022, up from 20% in the first quarter of 2019. The brand's visits grew 0.7% year over year in the same period, slightly ahead of the wider segment's growth of 0.5%. Chipotle has been boosting its marketing efforts, launching new menu items and promotions to highlight its value proposition. Last year, Rewards members who dressed in costume received a $6 entrée, and locations near college campuses extended hours until midnight.
With the 'Chip-or-Treat' promotion and the upcoming Boorito event, Chipotle aims to maintain its growing appeal while balancing promotional activity. The company's success in recent years, coupled with its innovative marketing strategies, suggests that this Halloween could be another treat for both Chipotle and its customers.
