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Media Kit !!!

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Chipotle Backgrounder !

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Mission Statement “Food with integrity” is our commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers. Overview In 1993, Steve Ells opened the first Chipotle Mexican Grill restaurant in Denver, Colorado. He didn’t intend on opening more than one restaurant, but he wanted to establish a casual eatery where patrons can experience quick and friendly service while receiving a healthy gourmet meal. Decades later, Chipotle Mexican Grill has expanded across the United States, Canada, United Kingdom, Germany and France with over 1,600 restaurant locations. More than 45,300 employees represent the Chipotle brand and its commitment to fast, fresh Mexican food. Vision After realizing how horrendous the living conditions on animal farms and slaughterhouses are, Ells made maintaining integrity and organic sources for ingredients his commitment for all Chipotle restaurants. Ells and all Chipotle restaurants vow to retain the environmentally respectful aspect of the company. Chipotle wants to ensure that all patrons are provided with top-quality, tasty meals during every visit. All the animals that are used in Chipotle’s entrees are naturally raised in family-owned farms. Executives Steve Ells: founder and Co-CEO, Montgomery Moran: Co-CEO, Alex Spong: Head of Investor Relations, Mark Crumpacker: Chief Marketing and Development Officer, Rumi Rahman: Chief Public Relations Liaison

Contact Information

Chipotle Mexican Grill Corporate Headquarters Phone: (303) 595-4000

Email: customer.service@chipotle.com Website: www.chipotle.com

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Fact Sheet

· Service: Customer Loyalty Rewards program

· Purpose: To reward our customers for their business and loyalty, and to make

them feel happy and appreciated by Team Chipotle.

· Availability: The Loyalty Program will officially launch at the Music with

Integrity concert May 1, 2015.

· Participating Locations: The program will

initially be available to our Denver, Colorado

market. After August 1, 2015, we will expand the

program into our other Chipotle locations

nationwide.

· Service Formats: The Loyalty program will be accessible on our Chipotle

smartphone apps for iPhones and Androids, and it will also be available as

scannable cards that can be picked up at our restaurants.

· Service Highlights: ! The Loyalty Program will operate based on a point system that allows

customers to gain redeemable points from every purchase they make at a Chipotle restaurant.

! The points can be redeemed for meal discounts, Chipotle merchandise and free food.

! Loyalty members will receive a free bowl of chips and guacamole every fifth time they visit and get their membership barcode scanned. They will receive a free burrito, bowl or taco for every tenth visit.

! Loyalty members can receive a 20% discount on their next purchase by referring a friend to sign up for the program.

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Blog Pitch

To: paulbarron@foodable.com Subject: Paul, want to know how you and your fellow foodies can get FREE FOOD at Chipotle? Hey Paul, It’s been a while since the Fast Casual Nation Atlanta conference, but I’ll never forget our discussion about the fast causal industry merging into the digital space and how quickly these new restaurants are creating a buzz through social media and apps. I also remember how much you kept praising our Sofritas tacos and how you were making fun of my silly tweets that were promoting them. I thought you might like to know about a customer loyalty program we launch next month through the Chipotle app for Androids and IPhones and as cards that customers can scan every time they visit one of our locations. We started this program to let Chipotle fans like you know that we love you, and we would like to reward you for being a customer with integrity. Our guests who sign up for the program will earn points to redeem discounts, gifts and FREE FOOD! Chipotle loyalty members will receive a free bowl of chips and guacamole every fifth time they visit and get their membership barcode scanned. They will receive a free burrito, bowl or taco for every tenth visit. Let me know what you think. Take care, and I hope you have a wonderful day. If you don’t respond to my email by tomorrow at 3 p.m., I’ll give you a call on your cell number around 3:30. Best, Rumi Rahman Public Relations Chairman Chipotle Mexican Grill Inc.

Press Release

Chipotle Shows Customers Love by Launching Loyalty

Program

Published by: Rumi Rahman on April 24, 2015 Categories: Chipotle, burritos, Mexican food, loyalty program, rewards, free food Denver, Colorado --- Chipotle Mexican Grill will be introducing a loyalty program to its fans and customers on May 1. The loyalty program is designed to reward customers for their business and making Chipotle their Mexican restaurant of choice. Chipotle also created the program to let its guests know that each and every one of them is loved and appreciated by the company. Chipotle loyalty members will be able to update their restaurant attendance through the current Chipotle app for iPhones and Android phones, or they can choose to use a scannable card that keeps track of how many times a guest ate at a Chipotle location. The members will earn points every time they place an order at Chipotle, and the points will be redeemable for discounts, free items, t-shirts and other gifts. For every fifth visit, members will earn a free bowl of chips and guacamole, and for every tenth visit they will receive a free burrito or rice bowl of their choice. Chipotle’s only request to guests is for them to take a short survey about their experience of the restaurant and customer service after every fifth visit

About Chipotle Mexican Grill Inc. Chipotle Mexican Grill is the intersection of ethical ingredients, high-quality food and expedited service. Our slogan, “food with integrity,” is more than a mission statement --- it is the core of our services and operations. Our haven of bulky burritos was founded in Denver, Colorado, by former chef Steve Ells. The restaurant first opened in 1993 and is considered one of the pioneers of the fast-casual restaurant economic model. We have opened more than 1,600 restaurants internationally, and every location uses environmentally conscious ingredients from family-owned farms.

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Company Blog Post

Royalties for Loyalty

The Chipotle empire wouldn’t be a morsel of what it is today without the support and loyalty of our friends, fans and customers. After 22 years of serving up the fastest and fattest burritos from coast to coast, we think it’s about time we really let our loyal customers know that we love them, and we appreciate them making Chipotle their number one choice for fast-casual Mexican food.

Unlike other loyalty programs featured at most restaurants, our loyalty program will

allow our friends to be rewarded on every visit, and not just stack up points. Every visit to Chipotle will be like opening up a Mexican mystery box of delight. Loyalty program members will be able to gain points, which can be redeemed for discounts, Chipotle merchandise, and yes, free food!

We would like to welcome everybody to the launch ceremony of our loyalty program

--- Chipotle style. We will celebrate great Mexican food and great friendships at the Montclair Recreation Center in Denver, Colorado, with eight local rock bands, guest speakers from our corporate office and free burritos May 1, 2015 at Music with Integrity.

Chipotle is not only a place where people should come to enjoy tacos and burritos. It

should also be a place where people come to share love, memories, happiness and great rewards for being great friends of Chipotle.

As our founder Steve Ells said, “we will continue to change the way people think

about, and eat, food.” --- Rumi Tags: Denver Chipotlemexicangrill Loyaltyprogram Musicwithintegrity freefood

Social Media Posts

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!!!!!!!!April!25!at!10:25!a.m.!near!Denver,!Co!!

Chipotle!Mexican!Grill!

!What!are!your!plans!on!May!1?!If!you!don’t!have!any,!we!have!a!brilliant!idea!on!how!to!get!the!summer!started!with!fun!and!integrity!!!Come!by!the!Montclair!Recreation!Center!and!join!Team!Chipotle!for!a!day!of!good!vibes,!rock!music,!free!burritos,!gifts!and!a!chance!to!sign!up!for!our!new!loyalty!program.!See!you!there!!!

Social Media Posts Continued

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Food!with!Integrity!now!comes!with!perks!with!integrity.!Stop!by!and!join!our!new!loyalty!program!to!earn!free!food.!#chip4free!

Questions/Concerns

FOR ANY QUESTIONS OR CONCERNS REGARDING

THIS MEDIA KIT, PLEASE CONTACT:

Rumi Rahman Chief Public Relations Liaison

Chipotle Mexican Grill Inc.

(239) 273-2615 roomierah27@gmail.com @roomierah27 (Twitter)