The brand’s second-biggest digital sales day ever and highest one-day volume on social media were both driven by a giveaway for National Burrito Day.
National Burrito Day
On April 6, Chipotle celebrated National Burrito Day by giving away 10,000 free burritos and offering free delivery on purchases over $10. Over a million text messages and 150,000 posts on various social media platforms were received from customers expressing interest in receiving a free burrito.
Promotions like Chipotle’s National Burrito Day event raise brand recognition and drive web traffic, which in turn increases the likelihood that customers will sign up for the chain’s loyalty program.
Chipotle’s approach to burrito day is community-focused and sharing, and it makes use of social media like Twitter to address customer inquiries and comments.