US-based fast-casual restaurant chain Chipotle has expanded its partnership with Strava, the physical exercise app with more than 135 million users in 190 countries, to launch the first-ever international Strava segment challenge.
The initiative, which now extends beyond the US and includes 25 cities across North America and Europe, offers the running community the chance to win free Lifestyle Bowls for a year and free Chipotle in their city.
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Lifestyle Bowls and dishes which cater to various dietary preferences with options such as Whole30, keto, paleo, vegan and vegetarian.
The challenge is inclusive, allowing completion by walking or wheelchair.
The collaboration introduces 25 “Chipotle segments” in cities such as New York, London, Paris and Toronto — where Chipotle consumption is claimed to be the highest.
Chipotle chief brand officer Chris Brandt said: “Last year, we learned about the literal great lengths that our fans will go to for free Chipotle. Participants logged more than 9.25 million miles on ‘Chipotle segments’ – the equivalent of circling the planet more than 370 times.”
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By GlobalData“After seeing the passion our fans had for the initial launch with Strava, we had to increase access to the competition and raise the stakes.”
From 2 January to 31 January 2025, individuals can vie for “local legend status” by completing a segment the most times, with winners receiving free Lifestyle Bowls for a year.
Cities can also compete in the “Chipotle x Strava: The City Challenge” to accumulate the highest mileage on their respective segments.
A leaderboard will track progress, and the victorious city will receive a buy-one-get-one entrée offer for the entire city, valid on in-store orders on a future date to be announced by Chipotle.
The second Friday of January, nicknamed “Quitters’ Day,” marks the day when most people abandon their New Year’s resolutions. Since 2023, Chipotle has celebrated “No Quitters’ Day” by rewarding those who have stuck with their healthy habits throughout the month. Now, entering its third year of “No Quitters’ Day” celebrations, Chipotle is launching a motivational SMS community to support guests in reaching their goals.
Chipotle vice-president of brand marketing Stephanie Perdue said: “It’s well known that having an accountability buddy makes it easier to accomplish wellness goals.”
“We are showing up for our guests with our version of a group chat to make healthy habits fun on No Quitters’ Day.”
Starting from 2 January until the end of the month, guests can join for motivational content and exclusive offers, including a chance at a free Lifestyle Bowl.
To promote healthy starts to the new year, Chipotle offers free delivery on Lifestyle Bowl orders via their app and website throughout January.
The bowls are available in the US, UK, Canada and France.
The 2025 Lifestyle Bowls lineup comprises the Balanced Macros Bowl, the Go Half Veggie Bowl, the High Protein Bowl, the Keto Salad Bowl, the Plant-Powered Bowl, the Veggie Full Bowl and the Wholesome Bowl (Whole30 compatible) — each crafted to support different health goals.
