Chipotle offers Lifestyle Bowls that appeal to various dietary needs. | Photo courtesy of Chipotle.
This Resolution Season, Chipotle is extending its fitness challenge to runners (and walkers) internationally.
The Newport Beach, California-based fast-casual chain on Thursday relaunched its annual partnership with the fitness app Strava, which features running/walking segments where participants can compete for free Chipotle Lifestyle Bowls. Wheelchair users are also welcome to participate.
The competitions are held in cities that eat the most Chipotle. This year for the first time, however, segments in the 25 participating cities will include international markets, such as London, Paris and Toronto.
Using the app, participants can chase the fastest times on a leaderboard with the hope of winning Local Legend Status, an award for the person who completes the segment the most times. Chipotle will reward a Local Legend in each city with free Lifestyle Bowls for a year.
In addition, cities that show the highest mileage on the segment will be tracked, and Chipotle will designate one market to win a buy-one, get-one entrée offer for the entire city (in-store orders only), on a future date.
Starting Thursday, participants can opt in to motivational messages from Chipotle by joining a “Goals Gym, Guac” text community, where they can find exclusive content and promotions throughout January. January 10, is “No Quitters Day,” and members will be texted with instructions for winning a free Lifestyle Bowl.
The Lifestyle Bowls are healthful, chef-curated offerings that include options for various diets, including those who follow the Whole30 plan, keto, paleo, gluten-free, grain-free, vegan or vegetarian diets. The promotion includes free delivery through Jan. 31, and digital exclusives will be featured in the U.S., U.K., Canada and France.
Chipotle, which is a favored brand by gym rats, noted that Strava has more than 135 million users in 190 countries.
“Last year, we learned about the literal great lengths that our fans will go to for free Chipotle,” said Chris Brandt, Chipotle’s chief brand officer, in a statement. “Participants logged more than 9.25 million miles on ‘Chipotle segments,’ the equivalent of circling the planet more than 370 times. After seeing the passion our fans had for the initial launch with Strava, we had to increase access to the competition and raise the stakes.”
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.
link
