Chipotle and Strava have expanded their partnership, first announced in January 2024, to include 25 cities in North America and Europe, including New York, London, Paris, and Toronto.
Through Jan. 31, customers participating in the inaugural “City Challenge” can compete for Local Legend Status (LCL) on Strava for the chance to win free Lifestyle Bowls for a year. Additionally, cities with a Chipotle segment can compete to see who can collectively run the highest mileage on their local challenge. The city with the highest tally will win a buy-one-get-one entrée for their entire city. The cities’ progress will be tracked on the “Chipotle x Strava: The City Challenge” heatmap, a first-of-its-kind leaderboard showing daily updates of each city’s performance.
“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,” chief brand officer Chris Brandt said in a statement. “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.”
The expansion of the challenge into international cities for the first time comes as new chief executive officer Scott Boatwright aspires to make Chipotle an “iconic global brand.”
Through January 9, fans can visit chipotle.com/lsb-text to join the “Goals, Gym, Guac” text message community. Also, throughout January, Chipotle will share exclusive content from creators, motivational texts, and affirmations. On January 10 (No Quitters Day), members will be texted with instructions to get one of 50,000 free Lifestyle Bowls.
“It’s well known that having an accountability buddy makes it easier to accomplish wellness goals,” Chipotle vice president of brand marketing Stephanie Perdue said in a statement. “We are showing up for our guests with our version of a group chat to make healthy habits fun on ‘No Quitters Day.’”
Chipotle has seven digital-exclusive Lifestyle Bowls that are curated for Whole30, keto, paleo, gluten-free, grain-free, vegan, and vegetarian diets.
The 2025 Lifestyle Bowl lineup includes:
- Balanced Macros Bowl: Light white rice, black beans, chicken, fajita vegetables, tomato salsa, guacamole, and extra Romaine lettuce
- Veggie Full Bowl: White rice, black beans, fajita vegetables, tomato salsa, roasted chile-corn salsa, and guacamole
- Wholesome Bowl (Whole30 compatible): Supergreens lettuce blend, chicken, fajita vegetables, tomato salsa, and guacamole
- Keto Salad Bowl: Supergreens lettuce blend, chicken, tomatillo-red chile salsa, tomato salsa, sour cream, and cheese
- High Protein Bowl: White rice, black beans, double chicken, tomatillo-red chile salsa, cheese, and Romaine lettuce
- Plant-Powered Bowl: Supergreens lettuce blend, white rice, Sofritas spiced tofu, fajita vegetables, tomato salsa, roasted chile-corn salsa, and guacamole
- Go Half Veggie Bowl: Half chicken, half Sofritas, Supergreens lettuce blend, white rice, fajita vegetables, tomato salsa, roasted chile-corn salsa, and sour cream
Customers can receive free delivery on orders through January 31.
Contact Alicia Kelso at [email protected]
