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Chipotle and Strava: A Partnership for Global Health

Chipotle Mexican Grill (NYSE: CMG) has exciting news for fans of healthy living and active lifestyles. As of January 2, 2025, Chipotle is revamping its partnership with Strava—a popular app for fitness enthusiasts boasting over 135 million users globally—to launch a thrilling initiative called "The City Challenge." This competition will now take place across 25 cities in North America and Europe, marking the first time such a segment challenge is being introduced internationally.

Chipotle’s City Challenge aims to motivate individuals to achieve their personal fitness goals while having fun in the process. This year’s initiative will support hobbies and well-being throughout January and beyond, by allowing participants to log their miles on designated "Chipotle segments" in their respective cities—from New York City to London and Paris to Toronto, and many others. These segments represent specific routes where athletes can compete against each other, aiming for top rankings on the leaderboard.

Expanding Competitive Spirit

In the previous year, athletes logged an astonishing 9.25 million miles on Chipotle segments, which equates to running around our planet over 370 times. Inspired by the incredible participation, Chipotle has decided to not only expand the reach of the competition but also raise the stakes considerably. The top athlete in each city, awarded the title of "Local Legend," will enjoy free Lifestyle Bowls for an entire year.

Additionally, the competition will introduce a collective element, where cities will strive to complete the most mileage across their segments. The performances of each city will be updated on a first-of-its-kind leaderboard heatmap, providing a fun way for participants to track their progress as well as compete against other cities. The victorious city will win a Buy-One-Get-One (BOGO) entrée offer for every resident, showcasing a true communal effort.

No Quitters Day and Wellness Goals

January also marks the celebration of "No Quitters Day," an initiative characterized by encouraging people to persevere with their New Year's resolutions. Chipotle has created a unique motivational text message community aimed at helping guests maintain their fitness resolutions. From January 2 to January 9, interested participants can join the "Goals, Gym, Guac" text community through Chipotle's website, receiving motivation, exclusive content from fitness creators, and opportunities for freebies throughout the month.

On January 10, 'No Quitters Day,' members of this community will have a chance to claim one of 50,000 free Lifestyle Bowls, further incentivizing the support amongst peers in pursuit of health goals. As noted by Stephanie Perdue, Vice President of Brand Marketing at Chipotle, having support from others or an “accountability buddy” can significantly enhance one’s ability to accomplish wellness objectives.

Delicious and Healthy Options

Chipotle's line-up of seven chef-curated Lifestyle Bowls, designed for various dietary preferences—from Whole30® to vegetarian meals—makes it easy for consumers to align healthy eating with their busy lifestyles. Detailed on the Chipotle menu, these bowls provide nourishment without compromising flavor or convenience.

To kick off the new year, Chipotle is also offering a $0 delivery fee on all Lifestyle Bowl orders from January 2 through January 31, making it even simpler for people to fuel their fitness journeys effectively. This promotion, along with the collective challenge on Strava, represents Chipotle's enduring commitment to fostering healthier habits within its community.

In summary, not only does the Chipotle x Strava collaboration provide an excellent platform for fitness enthusiasts to engage their competitive spirit, but it contributes to healthier lifestyles across cities, promoting community engagement and support. This initiative is more than a marketing strategy; it embodies Chipotle’s philosophy of making the world a greener, healthier place by serving wholesome, responsibly sourced food.

The Chipotle x Strava City Challenge is poised to be a transformative experience for participants, encouraging adherence to fitness goals and an active lifestyle throughout 2025 and beyond.