Chipotle

Loyalty Program

ROLES

Creative direction, art direction, copywriting, development

PROJECT FOCUS

Launching their loyalty program in 2018, we partnered with Chipotle to roll out email, SMS, web, and in-store assets first in test markets and then nationwide. Being there since the beginning gave us the opportunity to build the plane as we were flying it. We adjusted as we learned from customers and learned how to infuse Chipotle’s irreverent tone and design into their first rewards program.

Whether explaining how the rewards program worked step-by-step, or creating quick, attention-grabbing gifs that paid of free Chipotle, customers converted. So much so, in fact, that Chipotle’s initial rewards program goals were far exceeded, doubling digital sales from 2018 to 2019. App downloads shot up 480% from the prior 12 months. And within a week of their launch, Chipotle Rewards registered its one-millionth member.

“Laying the groundwork with our client for Rewards started in test markets, thinking through various user scenarios, working through language, and developing designs that excited and converted. We took what we learned and applied to taking the program nationally.”

- JASON BURKS, HUNT, GATHER

Whether explaining how the rewards program worked step-by-step, or creating quick, attention-grabbing gifs that paid of free Chipotle, customers converted. So much so, in fact, that Chipotle’s initial rewards program goals were far exceeded, doubling digital sales from 2018 to 2019. App downloads shot up 480% from the prior 12 months. And within a week of their launch, Chipotle Rewards registered its one-millionth member.