Chipotle Uses Cinco de Mayo to Attract First-Time Customers

The QSR is featuring a promotional menu item and free delivery to entice new customers.

May 03, 2023

NEWPORT BEACH, Calif.—Chipotle is using Cinco de Mayo as a chance to introduce first-time Chipotle customers to its menu. The QSR is featuring the First Timer Bowl on digital menus for a limited time. The bowl is Chipotle’s most popular combo, which is a Chicken Burrito Bowl with white rice, black beans, fresh tomato salsa, roasted chili-corn salsa, sour cream, lettuce, cheese and guac.

Chipotle is also utilizing the events platform Partiful to help customers celebrate Cinco de Mayo with friends who are newcomers to the restaurant. Customers can join the “Time to Finally Try Chipotle” movement on Partiful for the chance to receive BOGO codes to share with the Chipotle novices in their life. Chipotle is the first major restaurant brand to officially partner with Partiful.

"We're leveraging the Partiful platform to reward Chipotle superfans for celebrating Cinco de Mayo with those who are simply beginners with the brand," said Tressie Lieberman, vice president of digital marketing and off-premise. "Releasing the 'First Timer Bowl' on our digital channels is a way for us to engage with our audience and show newcomers how others navigate the customizable menu."

Chipotle is also offering a $0 delivery fee on the Chipotle app, and from May 1 through May 5.

Last month, Chipotle announced a new all-electric restaurant design that works to maximize energy efficiency in its equipment and systems and uses 100% renewable energy from wind power and solar through the purchase of certified renewable energy credits. The company recently opened restaurants with the new features in Gloucester, Virginia, and Jacksonville, Florida, with a third location opening later this summer in Castle Rock, Colorado.

Chipotle Mexican Grill recently filed a lawsuit against Sweetgreen, claiming that Sweetgreen’s newest menu item, the Chipotle Chicken Burrito Bowl, is a trademark infringement and confuses consumers. Because Sweetgreen capitalizes “Chipotle,” the burrito chain says it mimics its trademarked logo, and it also argues that the ingredients are similar to the burrito bowls it sells. Chipotle wrote Sweetgreen a letter asking it to use a lowercase “c” in “chipotle” and to rename the menu item.

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