Chipotle has established a pattern of offering free guacamole and chips through various digital promotions, loyalty rewards, and sweepstakes campaigns. These offers are typically tied to specific events, such as National Avocado Day, Halloween, or the launch of new digital features. Access to these promotions generally requires participation in the Chipotle Rewards program, the use of the official mobile app, or engagement with social media platforms like Snapchat. The structure of these offers varies, ranging from guaranteed rewards for members to chance-based sweepstakes and weekly treats.
National Avocado Day and Digital Sweepstakes
On July 31, Chipotle commemorates National Avocado Day by offering free guacamole to Chipotle Rewards members. To redeem this offer, members must use the promo code AVO2025 on the Chipotle app or website. The free guacamole is provided as a side or topping and requires the purchase of a regular-priced entrée. It is important to note that kid’s meals do not qualify as entrées for this promotion, and the offer is not available for in-restaurant redemption. The code is limited to one use per customer and is subject to availability. It cannot be combined with other coupons, promotions, or special offers.
In conjunction with National Avocado Day, Chipotle has previously launched the "AvoLotto Sweepstakes." This digital game, which ran from July 28 to July 30, utilized an Augmented Reality (AR) lens on Snapchat. Participants were required to scan real avocados using the lens to enter. The sweepstakes rewarded 1,000 fans each day during the promotion with free guacamole. Winners were notified via a message on their phones. The grand prize for the AvoLotto Sweepstakes was free guacamole for an entire year.
The "Chip-Or-Treat" Halloween Promotion
Building on the "Boorito" tradition, Chipotle introduced a month-long promotion called "Chip-Or-Treat" starting October 6. This offer is available exclusively to Chipotle Rewards members. The promotion is designed to reward members with weekly treats for purchasing entrées.
The mechanics of the "Chip-Or-Treat" promotion are as follows: - Eligibility: Chipotle Rewards members must purchase an entrée on the Chipotle app, Chipotle.com, or in-restaurant. - Redemption: Members must scan their Chipotle Rewards card or provide their linked phone number at checkout. - Frequency: Members can participate once per week. - Rewards: Within a few hours of a qualifying purchase, members receive an email detailing their specific "treat." Treats vary based on member preferences and may include free guacamole, free chips, or bonus Rewards points. - Duration: The promotion runs through October 30, allowing members to earn up to four treats and four exclusive Rewards badges.
App-Specific and Platform-Exclusive Offers
Chipotle has utilized its mobile application to drive adoption and reward specific user segments. A notable example occurred in December 2016, when Chipotle offered free chips with guacamole or queso to customers who made their first order via the Chipotle iPhone app. This offer was located in the app’s "Offers" section and was valid until 11:59 p.m. eastern on December 21. The offer required the purchase of a regular-priced entrée, such as a burrito, bowl, salad, or tacos.
While the promotion was exclusive to iPhone users at the time, the app also featured functionality for Android users, including the ability to reorder previous meals, store payment methods, and use Android Pay. The specific "free chips" incentive, however, was restricted to the iOS platform during that campaign.
Guac Hunter and Other Engagement Campaigns
Chipotle has also employed online games to distribute free food. The "Guac Hunter" game was launched in partnership with Avocados from Mexico. This photo hunt-style game challenged players to spot differences between two similar photos within a set time limit. Successful players received an offer for a free order of chips and guac, which was sent to their mobile device. The offer was valid at any Chipotle location in the U.S. or Canada.
Historical data indicates that Chipotle frequently utilizes free food offers as part of its recovery and marketing strategies. Following an E. coli outbreak in 2015, the company distributed millions of free entree coupons. One such campaign resulted in 5.3 million responses, with approximately 14,000 coupon requests processed per minute. These campaigns sometimes transitioned from direct mail coupons to buy-one-get-one deals.
Celebrity Partnerships and Unconventional Giveaways
Chipotle has occasionally engaged in high-profile giveaways involving celebrities. In 2018, rapper Cardi B received a lifetime supply of chips and guacamole from Chipotle. The gift was presented in a white briefcase containing a massive supply of "one free chips and guac" cards. Chipotle stated that the gift was a response to Cardi B mentioning chips, guac, and queso in her lyrics for the song "Dinero" featuring J. Lo and DJ Khaled. The company described the giveaway as an effort to "surprise and delight fans" when the opportunity arises.
Conclusion
Chipotle's strategy for distributing free guacamole and chips centers on digital engagement, loyalty program participation, and seasonal events. The primary methods for consumers to access these offers include joining the Chipotle Rewards program, downloading the official mobile app, and monitoring communications for promo codes like AVO2025. While most offers require a purchase of a regular-priced entrée, specific terms regarding eligibility (e.g., kid's meals) and redemption channels (e.g., app-only vs. in-restaurant) vary by promotion.