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Chipotle Mexican Grill Inc.

Chipotle Brings Back Chipotle IQ, Testing Fans' Knowledge with Free Burritos

Strategic Insights

— 1 min read

For the fifth consecutive year, Chipotle Mexican Grill is reviving its popular Chipotle IQ trivia game, which puts fans' knowledge of the brand's ingredients, food standards, and sustainability efforts to the test. The game offers a unique opportunity for fans to compete with others, with a chance to win free burritos and exclusive rewards. As Chris Brandt, chief brand officer, mentions, a perfect score can unlock an extra credit question, leading to a chance to win one of 50 free burritos for a year prizes.

Key Takeaways:

  • Chipotle IQ is a trivia game that tests fans' knowledge of Chipotle's ingredients, food standards, culinary techniques, sustainability efforts, brand history, and community engagement.
  • The game features multiple choice, true or false questions, and write-in answers, with fans able to play once per day.
  • To participate, fans must be Chipotle Rewards members and score a 10 out of 10 on Chipotle IQ to receive a buy-one-get-one code for free burritos.
  • Fans who score 7, 8, or 9 out of 10 will receive 25 rewards points in their Chipotle Rewards accounts, while a perfect score will unlock an extra credit question.
  • One hint provided by Chris Brandt, chief brand officer, is that Chipotle uses 48 avocados in every batch of their hand-mashed guac.

Statistics:

  • Chipotle has over 3,500 restaurants worldwide.
  • Four million gameplays have taken place since the introduction of Chipotle IQ.
  • 5,000 buy-one-get-one codes will be offered per hour to the first Chipotle Rewards members who score a 10 out of 10 on Chipotle IQ.
  • 50 free burritos for a year prizes will be given to winners who answer the additional credit question correctly.

Sources:

  • Source: Chipotle press release, exact wording: "This marks the fifth year that we're testing our fans' knowledge with Chipotle IQ," Chris Brandt, chief brand officer, said in a company press release. "With four million gameplays since we introduced the concept, we believe there's an appetite for competition and free burritos. For anyone looking to get ahead, one hint is that we use 48 avocados in every batch of our hand-mashed guac."

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