• by Teresa Buyikian , June 25, 2024

Leave it to Chipotle to have QSRs' only version of a “Black Card.” But unlike the upscale AmEx, Chipotle wants to put a few of its Celebrity Cards in the hands of its fans, regardless of their fame or financial status.

Over the last 20 years Chipotle’s Celebrity Card has been the chain’s worst-kept secret, given only to notable “superfans such as athletes, artists, musicians or influencers who have publicly expressed their passion for Chipotle,” a brand representative told Marketing Daily. The card entitles its owner to one free Chipotle meal including chips, a side and drink per day and free catering for up to 50 people for one year.

Beginning this week through July 3, Chipotle fans can post to the chain’s TikTok, Instagram or X with #CelebCardContest, and show or tell the brand why they deserve their own card. The brand is encouraging fans to be creative, as “the content can be anything from a video to a photo, a poem, an original song, artwork or other content.”

Up to five lucky submissions will be selected by Chipotle to win the Celebrity Card on July 12.

“There’s always been a special mystique around the Chipotle Celebrity Card. Given that the word 'celebrity' comes from 'celebrate,' we realized there is no group more deserving of a celebration than our everyday superfans,” said Chipotle Chief Brand Officer Chris Brandt in the announcement. “We are expanding on what it means to be a Chipotle celebrity and relaunching the program to deepen our connections with our most devoted guests."

The chain reported it has received thousands of requests for cards from guests on social media, and thus are now “redefining who is considered a celebrity” with the new giveaway. And “while the terms of the program have long been a mystery,” the social media promotion shows that “Chipotle is peeling back the foil on its Celebrity Card program and giving fans an … opportunity to join the exclusive roster and get access to free Chipotle.”