Chipotle announces global expansion of marketing partnership with Strava

GLOBAL – Multinational fast casual restaurant chain Chipotle Mexican Grill has announced its strategic marketing partnership with active lifestyle tracking app Strava has expanded globally.

Chipotle has teamed up with Strava to introduce 25 “Chipotle segments,” designated sections of roads and trails where athletes can engage in friendly competition by aiming for the fastest times on the leaderboard.

The initiative, running from January 2 through January 31, allows participants to compete for Local Legend Status (LCL), an award given to individuals who complete the segment the most times. The winner in each city will receive free Lifestyle Bowls for a year.

In a new twist for 2025, each city with a Chipotle segment will also compete for the highest collective mileage in the segment.

Progress will be tracked on the “Chipotle x Strava: The City Challenge” heatmap, offering daily updates on each city’s performance.

The city with the most mileage will win a Buy-One-Get-One (BOGO) entrée offer for all its residents, valid on in-store orders at a later date to be announced by Chipotle.

This marks the first time Strava segments have competed against each other in a brand-sponsored event.

The second Friday of January is recognized as “Quitters Day,” the day when many individuals are most likely to abandon their New Year’s resolutions.

Since 2023, Chipotle has observed “No Quitters Day” to encourage people to maintain their healthy habits throughout the month. In its third year, the initiative includes a motivational SMS text community to support guests in reaching their fitness goals.

For the first time, Chipotle is also launching an international Strava segment challenge.

The competition, now expanded beyond the U.S. to include cities in North America and Europe such as New York, London, Paris, and Toronto, invites participants to compete for free Lifestyle Bowls for a year and free Chipotle for their city.

The 25 participating cities were selected based on their high levels of Chipotle consumption. The challenge allows participants to complete segments by running, walking, or using a wheelchair.

Additionally, Chipotle is offering a US$0 delivery fee on Lifestyle Bowl orders via the Chipotle app and website in the U.S. throughout January.

The Lifestyle Bowls are designed for various dietary preferences, including Whole30®, keto, paleo, gluten-free, vegan, and vegetarian options.

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