On July 1, Chipotle Mexican Grill (NYSE: CMG) began its first rewards program, titled Chitopia Summer Rewards. While the promotion will run for three months, the chain’s management hinted that something like it could become permanent, saying in a press release that:
While Chiptopia Summer Rewards lasts just three months, we will be carefully listening to our customers and using what we learn as we consider the design of an ongoing rewards program.