The idea of pulling out a faded high school sweatshirt you haven’t worn in two years, going into a Chipotle, and leaving with just one burrito is almost comical. However, on August 20, thousands of people participated in Chipotle Mexican Grill’s School Spirit BOGO promotion at participating U.S. locations. Anyone wearing school attire, such as a jersey, a college t-shirt, or a hat bearing the team’s logo, could purchase one entrée and receive a second one for free starting at 3 p.m. local time. You don’t need an app. There is no code to duplicate. Simply dress as though your alma mater still matters to you.
It’s a straightforward mechanism, and perhaps that’s its purpose. Although Chipotle has previously offered BOGO deals during holidays, on matchdays, and in conjunction with particular cultural events, the school spirit approach feels distinct. Customers are not asked to complete any digital tasks. You enter wearing clothes you most likely already own, and you’re rewarded. Many restaurant promotions don’t bother with that low barrier.
The offer was limited to five complimentary entrées per check, and each complimentary item had to be purchased with another of the same or higher value. There was no delivery, no mobile orders, and no workarounds; it was only available in-restaurant. The final section is important. It was obvious that Chipotle was attracting customers in person rather than inflating online order totals. It’s difficult to say if the goal was to increase foot traffic, make a line visible outside, or simply create a memorable moment. Most likely all three.
Chipotle seems to have mastered the art of connecting promotions to what customers are already doing. An excellent example is the Chipotle Sundays offer. As a low-effort way to unwind before the week began, people had already begun to form a quiet ritual on TikTok: grabbing Chipotle on Sunday nights.
Chipotle leaned into an existing behavior rather than creating a new one. Customers can use the code SUNDAYS to receive a third compliment on orders of two or more entrées placed on the app or website after 3 p.m. on August 23, August 30, and September 6. The trend was not created by the company. Where the trend already existed, it simply appeared.
Additionally, Chipotle has been expanding its Chipotle U Rewards program for college students, which adds 1,000 bonus points at sign-up and a 20% boost on each purchase to the regular loyalty program. Students use ID.me to confirm their enrollment, and the additional points add up to their regular Rewards earnings. It’s a fairly typical loyalty play, but it targets a group of people who frequently eat out, have short bursts of disposable income, and are likely to maintain eating habits from college for years to come. There, Chipotle appears to grasp the long-term math.
Concurrent with all of this was the Chipotle IQ game, a trivia format that assessed brand knowledge, including ingredients, cooking techniques, and company history. High scorers received BOGO codes, free Queso Blanco, free Cilantro Lime Sauce, and Rewards points. The last day to play was August 20. Although the exact number of participants is still unknown, the $1 million or more in giveaways indicates that the company actually spent money on it.
Chains of fast casual restaurants are always experimenting with ways to create buzz without devaluing themselves. It appears that Chipotle’s strategy—anchoring the deal to something external and making redemption feel earned rather than algorithmic—is effective. It remains to be seen if it has the desired effect on quarterly sales. However, it’s difficult not to believe they’ve figured something out when you pass a Chipotle after 3 p.m. on a Thursday and see people lined up in college sweatshirts on a hot August afternoon.
