Chipotle Mexican Grill is partnering with a leading fitness community app to promote active lifestyles to kick off the New Year.
The quick-serve restaurant company has built customised challenge segments on Strava, a digital community for athletes with more than 120 million hikers, cyclists and runners, along with giving users the opportunity to win free food.
“We know getting through January is always the hardest hill to climb on the journey toward health and wellness goals,” said Chris Brandt, Chief Brand Officer at Chipotle. “With the help of challenges on the Strava platform and our curated Lifestyle Bowls, we are giving our fans the right tools to sustain healthy habits and win in 2024.”
The restaurant and fitness app have created “Chipotle segments” in key markets, which are portions of roads and trails created by the Strava community where athletes can find friendly competition by chasing the fastest times on the leaderboard. Starting today, athletes can take on Chipotle segments in New York, Los Angeles, Chicago, Washington D.C., Denver and Columbus, Ohio for a chance to earn free Lifestyle Bowls for a year.
Each segment ends at a Chipotle restaurant and Chipotle will honour the participant in each market that achieves Local Legend (LCL) status on Strava, an award given to the individual that completes each segment the most, with free Lifestyle Bowls for a year.
The second Friday of January is known as Quitters Day, the day people are most likely to forfeit New Year’s resolutions. On Friday, 12 January, the first 30,000 Chipotle Rewards members who order a Lifestyle Bowl on the Chipotle app or Chipotle.com will receive a free Lifestyle Bowl offer in their Chipotle Rewards account one week later.
