A funny thing tends to happen during the summer. When the weather gets warm, people tend to eat differently.
For some, that means making a run to the ice cream store for a nightly treat. For others, it means busting out the grill and cooking up a variety of fresh fish, meats, and vegetables.
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Another change people tend to make during the summer is a shift to lighter meals.
Related: Formerly bankrupt Tex-Mex chain unveils deals diners will love
When it’s chilly outside, there’s nothing like cozying up to a warm bowl of pasta or a hearty serving of stew. When it’s warm outside, you don’t necessarily want a heavy meal.
As a result, a fast-casual restaurant chain like Chipotle has to approach the summer months strategically to avoid losing out on business.
Chipotle wants to give out more free burritos.
Image source: Joe Raedle/Getty Images
Chipotle has lightened up its menu
Let’s face it — Mexican food isn’t exactly known for being light on the stomach. Sometimes, all it takes is a couple of lunchtime tacos to obliterate your afternoon and put you at risk of falling asleep during meetings.
Chipotle recognizes that consumers need options for lighter fare, whether for health reasons or vanity reasons. To this end, it’s taken steps to lighten up its menu where possible.
Related: Dunkin’ shares new summer menu that’s not just a Starbucks copy
For one thing, Chipotle’s tasty burritos are available in a bowl instead of a wrap. And if you want to really reduce your carbs, all you need to do is say no to rice and have your fixings over lettuce.
Chipotle also has a line of lifestyle bowls that are designed to cater to different dietary preferences. These include vegetarian, vegan, and keto.
Chipotle takes major step to attract consumers this summer
Chipotle recognizes that it may not be a top dining destination during the summer. When you’re sweating up a storm, do you really want to sink your teeth into a heaping burrito?
But the restaurant giant just took a big step to lure in customers.
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Chipotle is running a three-month promotion called Summer of Extras. For each month during the program, Chipotle Reward members who opt in will be able to earn bonus points, Extras badges, and entries into a sweepstakes that makes them eligible for free burritos for a year.
The more purchases you make, the more points and perks you rack up.
“‘Summer of Extras’ kicks off our most rewarding summer ever through a gamified experience that rewards and recognizes our top guests with exceptional value and visibility into how their fandom and frequency ranks amongst fellow members,” said Curt Garner, Chipotle’s chief customer and technology officer. “Visiting more this summer can enable members to earn free Chipotle faster.”
This isn’t the first time Chipotle has introduced an enticing promotion to boost sales. To celebrate “Burrito Day” in April, Chipotle ran a promotion that allowed customers to score BOGO (buy one, get one) offers on entrees.
The move is strategic on Chipotle’s part at a time when customers may be eating differently and spending differently.
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Consumers have broadly cut back on restaurant spending due to higher living costs. Bringing a fun, rewarding promotion into the mix is just what Chipotle needs to encourage customers to get their burrito fix this summer.
