• by Teresa Buyikian , April 13, 2026

Chipotle’s rewards platform just got a glow-up.

The brand’s new “Rewards on Repeat” loyalty program rolls out this week, along with a redesigned app, across the U.S. and Canada (excluding Quebec). The program will offer “more frequent rewards, greater flexibility and deeper everyday engagement for members.” 

Chipotle cites a recent Business Insider report that found “one in four diners say they would switch to a less-preferred restaurant for better loyalty perks,” as the reason for the revamp, in addition to increased rewards sign-up from Gen Z customers.

“Our rewards platform now drives a significant portion of our sales and connects us with more than 21 million active members,” said Curt Garner, president, chief strategy and technology officer, in a release.  “With 'Rewards on Repeat,' we're delivering more rewards to all members, more often, and enhancing existing benefits. This relaunch reflects what our guests want most: immediate value, personalization and a seamless experience whether they're dining in our restaurants or ordering through the app.”

According to the brand’s release, “Unlike many recent loyalty program updates across the industry, Chipotle's relaunch is fully additive, introducing new benefits and improving existing ones.” This may be a not-so-subtle swipe at Starbucks’ recent rewards revamp, which had customers taking to Reddit and other platforms to complain, due to increased redemption thresholds for popular items and reduced reward rates.

New customers signing up for Chipotle Rewards will now receive free chips and guac with a purchase after joining. The brand has brought back the reoccurring free food promo Freepotle, which gives members access to monthly free bonus reward drops, and has expanded redemption options with lower point thresholds and new offers. Members can now also select their own birthday reward: either guac, queso, chips or a fountain drink, with a 30-day redemption window. Points will  no longer expire, as long as members make one purchase per year.

As far as the Rewards app, the brand has added a points tracker as well as various gamification features.