Chipotle revives 'Summer of Extras' promo for customers after price hikes
Fast food has become more of a luxury for U.S. consumers in recent years, as menu prices have continued to climb amid inflation.
The average restaurant menu prices increased by 31% between February 2020 and April 2025, according to Bureau of Labor Statistics data analyzed by the National Restaurant Association.
Chipotle is one of many restaurants that have passed down higher costs to customers by raising prices, which appears to have led to unintended consequences.
After hiking menu prices by 2% nationwide in early 2025, its comparable restaurant sales for the year decreased by 1.7%, compared to 2024, according to the company's fourth-quarter earnings report for 2025.
This change in customer behavior isn't surprising, as a recent LendingTree survey found that 84% of Americans have scaled back restaurant spending to save money.
"Nearly half of Americans are struggling to afford food, and even higher earners are feeling the pressure," said Matt Schulz, LendingTree's chief consumer finance analyst, in a statement to Food & Wine. "That shows up in everyday choices, from groceries to dining out, and it's a clear sign that budgets are stretched thin."
Earlier this year, Chipotle announced it was raising menu prices by 1% to 2% to offset ongoing financial pressures. To lessen the blow of this change, it has recently been doubling down on rolling out deals to keep price-sensitive customers from fleeing stores.
Chipotle brings back popular offer to boost customer loyalty
Chipotle's latest deal is the return of its popular Summer of Extras promotion, which generated more than $12 million in incremental sales last year, according to a recent press release.
The deal, which kicks off on June 1 and ends on Aug. 31, offers rewards members free entrees through monthly "streak" challenges.
Customers who participate earn bonus points and badges by making qualifying purchases and can earn "streaks" as they reach different milestones.
Once they reach Milestone 7 each month during Summer of Extras, customers will have the option to select either 1,625 rewards points or a free entrée.
Related: Chipotle rolls out free offer for customers as spending tightens
Also, on the first day of each month of the promotion, every customer's milestones will reset to zero.
While participating in Summer of Extras, customers can also take advantage of limited-time "Side Quests" to earn even more points. Also, starting June 8, weekly rewards exchange promotions will drop every Monday, providing additional ways for customers to maximize rewards.
What makes Chipotle's Summer of Extras promotion different from last year's is that this time, customers will be able to view local rankings that show them where they rank at their most-visited Chipotle location, alongside state and national leaderboards.
Later this summer, customers will also be able to share their stats on social media, showing off their streaks, rankings, and rewards.
"Our fans don't just eat Chipotle, they build routines around it," said Curt Garner, president of Chipotle, in the press release. "This summer, we're turning that loyalty into something more rewarding, giving members more ways to earn free food, track their progress, and see how they stack up against other fans in their area."
Photo by Brandon Bell on Getty Images
Chipotle hopes free offers will win back customers amid weak sales
The move from Chipotle comes after it gave away $1 million worth of free entrées to customers during the 2026 Super Bowl.
It also brought back its "Tatted Like a Chipotle Bag" one-hour promotion in March, which offered an in-store BOGO entrée to customers who sported a real, temporary, or hand-drawn tattoo.
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Last month, it also gave away up to $2 million in free entrée e-gift cards to 100,000 health care workers and 100,000 teachers.
Chipotle has been ramping up its promotions amid slow sales growth. In the first quarter of 2026, the company's comparable restaurant sales increased by only 0.5% year over year, according to its latest earnings report.
Its net income also declined by almost 22%, compared to the same time period in 2025.
During an earnings call in April, Chipotle CEO Scott Boatwright said consumers are being "more discerning" about how they spend their money.
To help boost engagement, the company has been increasing the deals it offers to customers through its rewards program, which it refreshed in April. For example, it added a free chips-and-guacamole welcome offer for customers who sign up for the program, as well as monthly free food drops.
"We've made great progress of really redesigning a program, removing the friction points that our customers told us existed in 2025," said Boatwright. "And the new benefits are obviously the chips and guac welcome offer, three monthly Chipotle drops."
"We heard loud and clear that's what our customers wanted," he continued. "They want to be able to choose their own rewards. We call it rewards on repeat, and they could choose whatever reward and how they want to use their points."
Related: Domino's Pizza CEO flags why consumer demand is suddenly slipping
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This story was originally published June 1, 2026 at 4:47 PM.