Today any nurse that presents a valid ID at any Chipotle location will be able to get the buy-one-get-one BOGO promotion.
Starting at 3 pm local time until close, nurses will be eligible to get either a free burrito bowl, salad, burrito or tacos with a purchase of another menu item.
“Nurses are selfless individuals who go above and beyond every day to take care of their patients, working tireless hours and long shifts,” said Chris Arnold, communications director at Chipotle in a press release. “Nurses go the extra mile to ensure the best care for their patients, and we are thrilled to be able to recognize and celebrate their dedication by providing them with a delicious meal on us.”
This is not the first time the brand has participated in a giveaway like this. The chain did a similar BOGO offer on teacher appreciation day.
Why There are More Freebie Promotions to Come
Ever since the E.Coli outbreak last fall, Chipotle has experienced a dip in sales. The 2,200 Chipotle stores have been experiencing less long lines than usual.
So starting in February, the brand started a free giveaway campaign in attempt to recover and win back their customers. 5.3 million downloaded the coupon from Chipotle’s app to get a free burrito. Only 50% of the coupons were redeemed.
The initial February giveaway was so successful that the restaurant decided to expand the freebie campaign. Starting in March, the chain sent roughly 21 million freebie coupons in the mail.
“Free burritos—turns out it works. It brings people into the restaurants,” said Jack Hartung, Chipotle’s CFO in an industry conference in March.
This is a smart move by the brand to give the appearance that everything is “back to normal” and to make the stores appear busy again.
Since the E. Coli outbreak, Chipotle’s shares have fallen to $500 almost a third of what it was. The stock was up at $750 in October. But following the food safety issue, Chipotle’s 2015 fourth quarter sales dropped a whopping 14.6% in their stores.
So let’s just say the the road to recovery isn’t going to be easy.
“We’ve built a long established trusted relationship with our customers,” said Steve Ells, founder and Co-CEO of Chipotle Mexican Grill to Fortune.com. “While that trust was questioned recently, we’re delighted to see that they’re returning in large numbers.”
The chain is only going to continue its comeback plan by offering freebie promotions to customers. This summer there is a national BOGO promotion planned.