Chipotle announces return of generous offer to win back customers

Chipotle (CMG) , like many other fast-food chains nationwide, appears to be feeling the brunt of a major consumer trend that has rapidly grown over the past few years.

In Chipotle’s second-quarter earnings report for 2025, it revealed that while its total revenue increased by 3% year-over-year, its comparable restaurant sales declined 4%.

💵💰Don't miss the move: Subscribe to TheStreet's free daily newsletter 💰💵

Recent data from Placer.ai even found that the average number of customer visits per Chipotle location declined by 6% year-over-year during the second quarter.

The restaurant chain now expects comparable sales to remain stagnant for the rest of the year.

Chipotle worker serves a busy line of customers.

Image source: Joe Raedle/Getty Images

Chipotle CEO addresses major source of the problem

The company’s weak sales performance comes as consumers pull back their fast-food spending in response to rising prices.

A report from the Roosevelt Institute last year found that fast-food prices have increased by almost 47% over the past decade.

The average price of a typical fast-food meal in large U.S. cities is now $11.56, according to a recent report from LendingTree.

As prices go up, more consumers have been opting to cook their meals at home. According to KPMG’s Consumer Pulse Summer 2025 report, 69% of U.S. consumers in the survey said that they eat at home more often rather than eating out, and 85% said that saving money was the main reason for this decision.

During an earnings call on July 23, Chipotle CEO Scott Boatwright said the company is battling “declining consumer confidence” due to a tough macroeconomic environment.

“I think much of what we’re experiencing right now is due to macro and the consumer, the low-income consumers looking for value as a price point at present,” said Boatwright. “You have to look no further than what’s going on with our competitors with snack occasion or $5 meals. That’s where the consumer is drifting towards value as a price point because of low consumer sentiment. I think as sentiment improves, the business will improve. And so I think that’s probably the biggest headwind we face.”

The weak sales also come after Chipotle hiked menu prices at its California restaurants by 6% to 7% in April last year due to a minimum wage increase that went into effect earlier that month. It also raised menu prices by roughly 2% nationwide in December to help offset inflation.

Amid low consumer sentiment, Boatwright said Chipotle would “roll out new and creative ways” to emphasize its value proposition through better execution, menu innovation,” and by “amplifying” its rewards program.

Chipotle brings back a generous offer to boost low sales

As Chipotle vows to double down on these efforts, it recently announced the return of a fan-favorite offer that previously boosted foot traffic in its stores.

The fast-food chain bought back its Chipotle IQ trivia game, which offers rewards members the opportunity to win prizes such as free food and other deals. According to a recent press release, the game involves testing guests' knowledge on topics such as “Chipotle's real food to sourcing and sustainability efforts” via multiple-choice, true-or-false, and short-answer questions.

More Food + Dining:

The first week of the game kicked off on Aug. 12 and concluded on Aug. 14. The second week will start on Aug. 19 and end on Aug. 21. On these dates, the game can be played from 9:01 a.m. Eastern Time to 8:59 p.m. Eastern Time.

“We saw a 20% year-over-year increase in participation from 2023 to last year, underscoring just how much our fans enjoy putting their knowledge of Chipotle to the test,” said Chipotle Chief Brand Officer Chris Brandt in the press release. “As we return for the sixth year, we're leveling up the experience with our longest gameplay period in the promotion's history and our biggest prize pool yet.”

Here’s what players should know about the in-game rewards:

The game can only be played once per day.
The first 10,000 Chipotle IQ players to get a perfect score each hour will win free Chipotle.
Each hour, there will be 6,000 “buy one, get one free” entrée offers, 2,000 free Adobo Ranch offers and 2,000 free Queso Blanco offers.
Players who score a 4 out of 5 will earn 25 Chipotle Rewards points while they are available.
Fans who get a perfect score but do not land a food prize will receive the bonus points reward while they are available. Up to 300,000 Chipotle Rewards points are available each day.
Players can win up to three prizes across both weeks of gameplay, including one BOGO offer, one side and 25 rewards points.