Chipotle Started Mailing Coupons for a Free Burrito
Posted on Thursday, April 14th, 2016 at 6:21 pm
Chipotle was once a very popular place to eat. Every since the chain had problems that caused customers to get sick, it has been struggling to convince people to come back. To help encourage people to give the restaurant chain another try, Chipotle has started mailing out coupons for a free burrito.
Chipotle’s first attempt to lure customers back was with a mobile coupon that offered a free burrito. The coupon contained a code that a person needed to present at the register. Chipotle says that 5.3 million people tried to download that mobile coupon. This shows that there are many people who are ready to give Chipotle another try.
In March of 2016, Chipotle started the next phase of its plan to encourage customers to return. Chipotle started mailing out millions of coupons for a free entree. The company plans to mail out a total of 21 million of these coupons. If you haven’t received one yet, there is a chance that one could appear in your mailbox soon.
Did you get one of those coupons? Make sure you check the expiration date on the coupon. That series of coupons expires on May 15, 2016. Chipotle put an expiration date on the coupons for a reason. The goal was to nudge customers to return to Chipotle sooner rather than later. People who get a coupon that offers a “freebie” are likely to be motivated to use it before the coupon expires.
Why would a restaurant that has gone through a period of time where it was struggling to get customers start offering coupons for free food? It seems counter-intuitive at first, when you realize that Chipotle is going to lose profit by giving away free entrees. The point is to make Chipotle’s 2,000 restaurants “look like Chipotle again” – packed with customers.
Chipotle is planning on giving out more coupons this summer. It is difficult to predict exactly what those offers will look like. They might shift from coupons that offer free entrees to coupons that offer a “Buy One, Get One” deal. Or, Chipotle could decide to send targeted mobile offers to people who live in areas where the Chipotle restaurants are lagging in sales.
Overall, this is a smart move on Chipotle’s part. Everyone loves a “freebie”! The coupons for free food could help change the restaurant chain’s reputation from “the place people got sick from” to “the place that I can get free food from”. People will eventually forget about the bad news if they are giving extremely positive news in its place.