Chipotle’s new rewards program lets Gen Z college students get free burritos faster. Here’s what to know

Chipotle Mexican Grill announced today, August 19, that it’s launching a new rewards program, Chipotle U Rewards, for students heading back to campus this fall, to “recognize and celebrate . . . various milestones of their higher education journey and bring more value to Gen Z students.”

Chipotle’s focus on college towns and loyalty programs aimed at students is part of its strategy to increase growth and retain younger customers at a time when many fast-food and fast-casual chains are facing declining sales and slow growth fueled by higher prices, inflation, tariff fears, and changing customer habits. (In the first quarter of 2025, Chipotle not only missed revenue estimates but also said same-store sales dropped for the first time since 2020, as Fast Company previously reported.)

Chipotle, like other chains, is targeting college students and a younger demographic because they are dining out often, and also to build long-term loyalty, according to Avada Commerce, an e-commerce solutions provider.

According to Chipotle, college-age Chipotle Rewards members spend more annually, driven by more frequent visits; plus, they have a higher retention rate, based on five years of data. There are more than 250 Chipotle restaurants within 2 miles of college campuses.

“With the introduction of Chipotle U Rewards, we’ve created a new personalized digital experience for Gen Z students who are craving real food and real value,” Curt Garner, president and chief strategy and technology officer of Chipotle, said in a statement sent to Fast Company.

How Chipotle’s new loyalty program works

The loyalty program allows students to earn points for signing up, and subsequently for every dollar spent, which can be redeemed for free food like burritos, bowls, tacos, and salads.

Students will score 1,000 bonus points for signing up, and 20% more points on every purchase than the regular loyalty program offers, with surprise drops around college milestones like finals and graduation.

College students can enroll in Chipotle U Rewards at chipotle.com/chipotle-u-rewards. Once logged in, students must validate their college enrollment through ID.me.

Chipotle collab with Urban Outfitters

To celebrate the launch, Chipotle teamed up with Urban Outfitters to design the limited-edition “A Little Extra” dorm collection, inspired by the fast-casual chain’s menu. It’s set to roll out online and at select Urban Outfitters locations in college towns on August 20.

Highlights include beanbag chairs inspired by black and pinto beans, a throw blanket that looks like a foil-wrapped tortilla, and a desk light shaped like a chip bag.

Here’s a list of collection items and prices:

• Chipotle “Water” cup tumbler ($16)
• “Chipotle Is My Life” catchall ($19)
• Chipotle delivery doormat ($29)
• Chipotle chip bag light ($59)
• “A Little Extra” embroidered pillow ($59)
• Chipotle burrito throw blanket ($99)
• Black bean beanbag chair ($299)
• Pinto bean beanbag chair ($299)

Chipotle by the numbers

Second-quarter earnings for Chipotle (NYSE: CMGY) for the period ending June 30, 2025, included adjusted earnings per share of $0.33, meeting analysts’ expectations. However, revenue for the period came in at $3.06 billion, below expectations of $3.11 billion. Comparable restaurant sales fell 4% year over year, compared to a 11.1% increase in the second quarter of 2024, driven by a 4.9% decline in transactions.