GALE’s challenge was to scale addressable marketing for the world’s most personalized menu. We had to drive business success by making millions of Chipotle Rewards members feel truly known and valued. Our answer was driven by a proven mix of data, technology and systematic brand storytelling.
We created robust customer profiles, installed new martech, drastically sped up reporting and implemented an extensive design system to enable scalable storytelling. In just over a year, Chipotle Rewards membership has grown from 8 to over 21 million. Our investments in new digital features and innovations helped Q1 digital sales grow 134% year over year to $870 million and now represent 50% of sales.
Chipotle Rewards has over 21 million members. That means our communications reach an audience larger than Sunday Night Football every single week. To celebrate this milestone, we gave each member a real-time snapshot of their unique Chipotle story.
From serious movements like sustainable farming to fun moments like Halloween, we tell stories across a range of passions and occasions.