The company began testing a points-based loyalty program across several markets last fall, in a move to make the brand more accessible and digitally innovative.
Chipotle Mexican Grill is expanding its loyalty program nationwide as its digital platform continues to see major growth.
"In our test markets we've seen people get more engaged and more committed in our digital system with the loyalty program," Niccol said."We see people participating even more with delivery, mobile ordering and ordering within the app." "We think it's great for Chipotle to show up in unexpected places, but in really relevant places for people and how they want to communicate with each other," Niccol said of the partnership with Venmo.
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