CMG RW MCP Promo Analysis
Data through July 5
Promotional Outlier: Positive
Chipotle (CMG) — sharply less promotional than PY, with no change to its full-price model. Chipotle runs no menu discounts either year — its offers are loyalty mechanics (points, free add-ons) plus a recurring BOGO free-entrée — and this year it pulled all of that back hard: in-window sends fell to 46 from ~120, projected reach dropped ~69% (~31M vs. ~98M), and BOGO/steep offer sends dropped to 6 from ~26. Net read: a big reduction in promotional email intensity and free-entrée frequency with pricing untouched — directionally firmer, though the reach drop partly reflects lighter “Summer of Extras” loyalty cadence rather than any pricing shift.
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