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Loyalty members get freebie with 'Guac Mode'

Let San Francisco have the $15 avocado toast. Chipotle has a deal for the rest of us: free guac.

The fast-casual restaurant chain announced Monday that to celebrate the upcoming one-year anniversary of Chipotle Rewards, it is launching “Guac Mode” and will give away free guacamole and extras to current and new loyalty program members throughout 2020.

But to “unlock access to free guac rewards,” you have to be a member of the free program by Feb. 20.

Chris Brandt, Chipotle chief marketing officer, told USA TODAY that the program has 8.5 million members and is considered one of the fastest growing restaurant loyalty programs.

“Our fans absolutely love our fresh, handmade guac, especially when it’s not extra,” Brandt said in a statement. “It’s been an incredible first year of Chipotle Rewards and initiating Guac Mode – which gives our members free guac in February and extras all year long – is a perfect way to thank our loyal customers.”

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The program has helped to grow transaction increases, and Chipotle CEO Brian Niccol said last week it’s expected to be a big driver in the future as the company gains more experience.

“While in 2019 we focused on member growth, in 2020 we will not only further increase enrollment, but more importantly, look to optimize the use of database marketing to incent behaviors.”

Chipotle ‘Guac Mode’ means free guac

Existing Chipotle Rewards members will automatically have access to Guac Mode and new members have to join by Feb. 20 to unlock Guac Mode at Chipotle.com/guacmode or texting “Guac Mode” to 888-222.

According to the Newport Beach, California-based company, when it activates Guac Mode in February, eligible Chipotle Rewards members will receive a reward for one free topping or side of guacamole with the purchase of a regular-priced entree.



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