Chipotle's New Loyalty Program Launches July 1

(RTTNews) - Chipotle Mexican Grill Inc. (CMG)Monday announced that it will launch a new summertime loyalty rewards program, as the Mexican restaurant tries to lure back customers to its outlets after a series of food-related disease outbreak.

The three-month-long promotion, called Chiptopia Summer Rewards, will begin from July 1 and run through September and offer customers rewards based on the number of paid visits to Chipotle.

The Mexican food chain already earlier given away millions of burritos through coupons.

Chipotle's reputation as well shares were hammered by an outbreak of E. coli that afflicted at least 53 people in nine states. That was followed by a norovirus contagion at a Boston location that sickened more than 140 college students. For the first quarter, Chipotle reported a loss, marking its first quarterly loss since the company went public in 2006. It also reported a comps sales decline of about 30 percent.

"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," said Mark Crumpacker, chief creative and development officer at Chipotle, in a statement.

Chiptopia Summer Rewards offers three different status levels: Mild, Medium and Hot. Just four visits, with a qualifying purchase during each, earns Mild status and a free entrée. Someone who achieves the Hot level in all three months can earn up to nine free entrées over the course of the rewards program, plus a $240 "Catering for 20" Bonus Reward.