What better way to commemorate the World Cup than with a free burrito?
As the opening match of soccer’s quadrennial championship tournament kicks off this afternoon, fans are being given a chance to celebrate at Chipotle by turning their clothing into a coupon.
Any soccer jersey will do, as Chipotle launches its “Matchday BOGO” today. Any time after 3pm local time, fans wearing a soccer jersey to a Chipotle restaurant anywhere in the U.S., Canada or the UK will be able to use their jersey as their BOGO coupon, to get a buy-one-get-one-free entree.
And, unlike a regular coupon, you don’t have to hand it over to get your deal.
During the first two weeks of the tournament, Chipotle Rewards members will also be able to enter a drawing for a Chipotle-themed soccer jersey. Only 53 will be made available, with winners receiving their jerseys in time for the tournament final in July.
“Every four years, this tournament creates an unmatched sense of excitement, pride and community among fans around the world,” Chipotle’s Senior Vice President of Brand Marketing Stephanie Perdue said in a statement. “We wanted to celebrate the rituals that make the experience so memorable, from wearing lucky jerseys to gathering for matchday meals with Chipotle.”
The World Cup BOGO promotion is the latest sports-themed offer from Chipotle. The restaurant chain has made similar offers during hockey’s Stanley Cup playoffs for the past several years. This past April marked the sixth year of its Hockey Jersey BOGO promotion, in which a hockey jersey served as a BOGO coupon the same way a soccer jersey will today.
And in the spirit of friendly competition, Chipotle has just announced the return of its “Summer of Extras” for loyalty members, giving them the chance to compete against other fans to see who’s the most loyal, while earning free food in the process.
Like last year, members who go on a monthly streak of seven visits will earn a free entree. And various “side quests” will give members the chance to earn extra points.
But Chipotle seemed surprised last year that members “didn’t just participate in ‘Summer of Extras,’ they turned it into a fan-fueled competition.” Not only did the promotion generate 6.4 million new rewards program enrollees and generate more than $12 million in additional sales, but Chipotle earned nearly 38 million social media mentions, as members showed off their streaks and competed with each other to see who could earn the most.
So this year, Chipotle says it’s “doubling down on that fandom,” by creating local leaderboards for each restaurant location, allowing participants to compete to become their local Chipotle’s most loyal fan.
“Our fans don’t just eat Chipotle, they build routines around it,” Chipotle’s Chief Strategy and Technology Officer Curt Garner said. “This summer, we’re turning that loyalty into something more rewarding, giving members more ways to earn free food, track their progress, and see how they stack up against other fans in their area.”
Between today’s soccer jersey promotion, and the bonuses available to Chipotle’s most loyal customers, there are plenty of freebies to be claimed. So this summer, being a sports fan – and a burrito fan – can really pay off.
