• by Teresa Buyikian , Yesterday

Chipotle is back again with the chain’s yearly summer promotion. Along with giving away $1 million worth of free burritos, it’s also awarding rewards members something “extra.”

The brand’s “Summer of Extras” program kicks off June 1 and runs through Aug. 31. Each week Chipotle will drop free burritos into the wallets of rewards members who participate, up to 10,000 burritos a week.

The “extras” come to rewards members who earn points for specific purchases during the three-month program, winning more free Chipotle items. Points and badges are earned by completing up to four “milestones” per month. Members can also collect additional sweepstakes entries for a chance to win free burritos for one year, along with a limited-edition stainless steel gift card. After Aug. 31, one winner will be selected in each of the 48 states where Chipotles operates, plus Washington DC.

"'Summer of Extras' kicks off … summer through a gamified experience that rewards and recognizes our top guests with value and visibility into how their fandom and frequency ranks amongst fellow members," said Curt Garner, Chief Customer and Technology Officer. "Visiting more this summer can enable members to earn free Chipotle faster."

The “milestones” to complete include purchasing one or more entrées over the course of each week of the program. The bonus rewards points, “extra” badges and sweepstakes entries are awarded upon completion of milestones. 

Chipotle will also have a lederboard tracking rewards members’ “performance” against other members in their same state based on their transactions.

The brand will promote the Summer of Extras in-store and across all social platforms.