Chipotle, like many of its peers in the fast-food industry, is experimenting with new tactics to attract price-conscious customers. As it battles slow sales growth, it is offering $2 million worth of freebies to two key groups of customers.
In the first quarter of 2026, Chipotle’s comparable restaurant sales increased by only 0.5% year over year, according to the company’s most recent earnings report. Its net income also dipped by almost 22%, compared to the same quarter in 2025.
Foot traffic in Chipotle’s same-store locations also varied in recent months. In January, visits decreased by 0.6% year over year, while they spiked by 5.1% in February and declined by 0.5% in March, recent Placer.ai data found.
Chipotle’s slow sales growth comes after it announced during an earnings call in February that it will raise prices by 1% to 2% this year.
The fast-food chain’s menu prices have gradually increased over the past few years amid inflation. A recent analysis from Marketplace even found that the price of Chipotle’s burrito bowls rose by almost 50% between 2019 and 2025.
Chipotle CEO Scott Boatwright defended the company’s menu prices during an earnings call on April 29.
“I believe we charge a very fair price point for what we offer the consumer, high-quality ingredients,” said Boatwright.
Chipotle drops free offer to boost demand in stores
To keep customers engaged amid higher prices, the fast-food chain has launched several generous deals in recent months. For example, during the 2026 Super Bowl, it gave away $1 million worth of free entrées to customers.
Between Feb. 23 and Feb. 28, it offered a free side of chips and Queso Blanco to customers who placed online orders.
Also, in March, it brought back its “Tatted Like a Chipotle Bag” one-hour promotion, which offered an in-store BOGO entrée to customers who sported a real, temporary, or hand-drawn tattoo.
Now, Chipotle is planning another free offer that gives away up to $2 million in entrées, targeting customers who work in two vital industries.
Related: Chipotle faces lawsuit for serving ‘inconsistent’ portion sizes
To honor Teacher Appreciation Week (May 4 through May 8) and National Nurses Week (May 6 through May 12), Chipotle is giving up to 100,000 health care workers and 100,000 teachers free entrée e-gift cards.
These are limited to digital orders only and can be used for a free “regular menu entrée item,” which includes a burrito, burrito bowl, single order of three tacos, a salad, or a quesadilla in stores. It excludes extra protein, guac, or queso blanco toppings.
Through May 12, teachers and health care workers can visit their respective microsites, teacherthanks.chipotle.com and healthcarethanks.chipotle.com, to enter for a chance to snag the free offer.
Those randomly selected as winners will be required to verify their employment status via ID.me within 48 hours to receive the free entrée e-gift card. Winners will be notified starting May 13. If they fail to verify their employment status, another potential winner will be selected.
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Chipotle doubles down on value as consumers rethink spending habits
The move from Chipotle comes as it plans to test major store changes to attract more price-conscious customers.
One of these changes includes its happy hour deal “Power Up at Chipotle,” which offers customers $2.50 tacos from 2 p.m. to 5 p.m. Monday through Friday. The deal, available until June 2, is currently being tested in three cities: Orlando, FL, Tampa, FL, and Kansas City, MO.
During Chipotle’s earnings call last month, Boatwright said this deal will be one of many ideas the company will test in challenging markets.
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“We’re going to test ideas like that to understand where do we have pricing power elasticity, where we may have a challenged market from a pricing perspective, and what levers can we pull to get consumers in our restaurants and feel like they’re not getting good value, they’re getting extraordinary value,” he said.
It is vital for Chipotle to offer more value, as many consumers across the country are reducing their restaurant spending to save money amid financial pressures, according to a recent Popmenu survey.
How Americans are navigating rising menu prices at restaurants:
- About 68% U.S. consumers are cutting back on restaurant dining this year as they prioritize affordability and convenience.
- A whopping 57% said restaurant meals have become significantly more expensive over the last year.
- In February this year, consumers reported spending an average of $90 per week at restaurants, down from $115 in June 2025.
- Roughly 54% of consumers are less likely to eat at a restaurant that recently raised its menu prices, while 69% are more likely to pick one that offers discounts and value meals.
- To save money, 81% plan to eat out less often, 64% plan to pick up takeout orders more often than delivery, and 36% plan to eat at less expensive restaurants.
Source: Popmenu
“Economic pressure is not letting up for restaurants who see costs continue to increase and consumer confidence plummet,” said Popmenu CEO Brendan Sweeney in the survey release.
“Operators are actively seeking ways to gain an edge at every step of the guest journey — from when they search for restaurants online to when they place an order and choose whether to return,” he continued. “You’ll see that play out in new menu options and dining experiences, frequent and targeted digital marketing, and more tech-enabled hospitality.”
Related: Domino’s Pizza CEO flags why consumer demand is suddenly slipping
