Chipotle's digital sales hit a record $2 billion so far this year — here's how its loyalty program led the company to success
· In 2021 alone, Chipotle has reached $2 billion in digital sales.
· Chipotle's VP of Digital Marketing credits the chain's mobile app and loyalty program for the success.
· Digital sales account for 48.5% of Chipotle's total sales, up from 19.6% in 2019.
Nancy Luna, Business Insider
Sep 6, 2021
Chipotle has logged a record $2 billion in digital sales so far this year, driven by a wildly popular fan loyalty program that has more than doubled to 24 million members since the start of the pandemic.
The fast-casual chain, which has nearly 2,900 restaurants, is looking to build on that success. Last week, Chipotle launched new ways for its rewards members to unlock extra points so they get "free Chipotle faster," Tressie Lieberman, Chipotle's vice president of digital marketing and off-premise, told Insider in a phone interview last week.
The move comes as chains like McDonald's, Popeyes, Taco Bell, and Burger King have taken steps to beef up their rewards programs in order to establish better relationships with customers who have fled to delivery services like Grubhub and DoorDash to order food...
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