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UNiDAYS helped Chipotle gain 32% net new customers in just one day

 

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About Chipotle

When Chipotle opened its first restaurant in 1993, the idea was simple: Show that food served fast didn't have to be a “fast-food” experience. Using high-quality raw ingredients, classic cooking techniques, and distinctive interior design, Chipotle brought features from the realm of fine dining to the world of quick-service restaurants. Over 23 years later, their devotion to seeking out the very best ingredients they can—raised with respect for animals, farmers, and the environment—remains at the core of their commitment to Food With Integrity. And as they've grown, their mission has expanded to ensuring that better food is accessible to everyone.

Chipotle burrito

The Challenge

Chipotle wanted to increase their customer base with Gen Z college students throughout Florida—its fourth-largest franchise market in the United States.

 

The Goal

  • Increase in-store traffic
  • Gain net new Gen Z customers 
  • Increase brand affinity and awareness with Gen Z 

The Solution

Chipotle partnered with UNiDAYS, the world’s leading Student Affinity Network, to create a geo-targeted BOGO promotion aimed at reaching Gen Z college students in Florida. The promotion leveraged the following UNiDAYS solutions:

  • Student Verification to build a Gen Z student segmentation strategy
  • Student Incentive Program to launch a one-time offer for students to BOGO salad bowl, burrito or burrito bowl
  • Custom Content to promote the offer across all channels (email, social, app and site)

The Results

During the 24-hour period the promotion ran: Chipotle saw: 9,500+ transactions, surpassing benchmarks by 171%; 95% of students who viewed the Chipotle offer online or in-app converted to an in-store redemption; Chipotle gained 32% net new customers in one day, 14% higher than the past BOGO events; 133 of the 140 Chipotle locations in Florida saw student foot traffic during the UNiDAYS campaign.
Chipotle chicken burrito
lift in transactions
net new customers
Increased word of mouth with Gen Z college students

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