Chipotle Mexican Grill, Inc. (NYSE: CMG) announced today the launch of its exciting new promotion called "Chip-or-Treat," aimed at engaging Chipotle Rewards members throughout the month of October. This initiative is a creative extension of the beloved Boorito tradition that has delighted fans for over 25 years, transforming Halloween into a month-long celebration of rewards and real food.

2. Details of the Chip-or-Treat Offer

Beginning today, October 6, 2025, Chipotle Rewards members can partake in the "Chip-or-Treat" festivities by purchasing an entrée each week. Members will receive a specially tailored weekly treat, which could include enticing options like free guacamole, double protein, or bonus Rewards points, enhancing the overall Halloween experience for fans of the brand. This promotion is designed to leverage the nostalgic sentiment surrounding trick-or-treating, with research indicating that 77% of adults feel a sense of nostalgia for the tradition.

How It Works

The mechanics of the "Chip-or-Treat" promotion are straightforward:

Duration: The promotion runs from October 6 through October 30, 2025.

Eligibility: Chipotle Rewards members can participate by purchasing an entrée via the Chipotle app, Chipotle.com, or in-restaurant.

Rewards Distribution: After making a purchase, members will receive a "Chip-or-Treat" email within a few hours, detailing their treat, which will be valid for five days.

Frequency: Members can earn up to four treats throughout the month—one treat per week—and will also receive exclusive Rewards badges.

Chris Brandt, President and Chief Brand Officer of Chipotle, remarked, "For 25 years, Boorito has been the can't miss Halloween tradition for our fans, and this year we're expanding it into a full month of treats. No tricks, just delicious, real food made fresh every day and weekly rewards that make this October the biggest Halloween season ever at Chipotle."

3. New Rewards for College Students

In addition to the "Chip-or-Treat" promotion, Chipotle recently introduced the Chipotle U Rewards program, specifically designed for college students. This loyalty initiative allows students to earn 1,000 bonus points upon enrollment and 20% more points on each purchase, enabling them to earn free Chipotle faster. This strategic move not only attracts younger customers but also solidifies Chipotle's commitment to engaging with the next generation of diners.

4. The Return of Boorito

As part of its Halloween celebrations, Chipotle will also be bringing back its iconic Boorito tradition on October 31. Although further details are forthcoming, fans can expect an enticing in-restaurant entrée offer to mark the 25th anniversary of this beloved event.

5. Conclusion

Chipotle's "Chip-or-Treat" initiative reflects the company's innovative approach to customer engagement and loyalty, combining nostalgia with delicious rewards. With a focus on real food and a commitment to enhancing the customer experience, Chipotle continues to set the bar high in the food industry. As the Halloween season approaches, fans can look forward to a month filled with treats, making this October one to remember.

For more information about Chipotle's promotions and to place an order, customers can visit chipotle.com.

Original press release