Chipotle runs its in-house IQ trivia game for a fifth year - Brand Innovators

Chipotle runs its in-house IQ trivia game for a fifth year

  • Chipotle is bringing back its popular trivia game, Chipotle IQ, which quizzes fans about the quick-service restaurant chain’s ingredients, food standards, culinary techniques, and other business practices for rewards points in their loyalty accounts. 
  • Superfans who get perfect scores on the 10-question trivia test will unlock a bonus question, which, if answered correctly, will enter them into a drawing to win free burritos for a year. 
  • Last week, Chipotle’s Chairman and CEO Brian Niccol announced he would leave the company at the end of the month to become Chairman and CEO of Starbucks. Chipotle’s Chief Operating Officer, Scott Boatright, has been appointed interim CEO and Scott Maw, the company’s Lead Independent Director, has been named Chairman.

Chipotle’s IQ promo only runs from Tuesday, August 20, through Thursday, August 22. During that window, the brand will offer up 5,000 buy-one-get-one codes per hour for the first rewards members who score a 10 out of 10 on the trivia contest. The game features multiple choice, true or false questions and write-in answers, and fans can only play once per day. 

Those who answer all 10 questions correctly will unlock a bonus question for the opportunity to win one of 50 “burritos for a year” grand prizes. Fans who score a seven and above on the trivia test, however, will have 25 reward points added to their loyalty accounts. 

Meanwhile, the company is navigating the waters of executive leadership change. As Niccol departs at the end of the month, Boatwright will take over as interim CEO. Boatwright is a seven-year veteran of the company and has led the integration of new technology into restaurants and helped achieve industry-leading retention rates for the company’s 120,000 employees across more than 3,500 restaurants. 

In addition, the company has named Jack Hartung its president of strategy, finance and supply chain. Hartung had previously announced his plans to retire from the company in 2025. In his new role, he will support Boatwright as interim CEO and continue his oversight of Vice President of Finance and incoming CFO Adam Rymer and Global Head of Supply Chain Carlos Londono.