In our first year, we helped Chipotle Rewards skyrocket from 8 to 18 million members. Our year two mission was to accelerate Chipotle’s transformation to a digital business. We needed to evolve and innovate the CRM and the Loyalty program and in the process acquire even more members and drive digital ordering.
We started with an extensive re-design of the Loyalty program itself: We wanted to get more people more rewards, more often. We opened the Rewards Exchange, a store to let members redeem points for food and gear, and even offered the opportunity to donate points to charities. Members could also start earning “Extras” – badges that helped boost rewards and incentivize behavior like digital ordering, multiple visits to the same restaurant, or participation in a special event like the famous Boorito.
As our data and customer understanding grew deeper and more specific, it led to more customized journeys triggered by their behavior, imagery to match their ordering preference, and it allowed us to predict when someone was starting to slip from their normal habits.
To bring Chipotle’s mission of food with integrity closer to home, we sent thank-you messages directly from farmers after customers enjoyed one of their ingredients. And to celebrate their year anniversary, members got a recap of their relationship: their favorite dish, whether they liked it spicy or mild, and even where and how they compared to the rest of their state,