As to the information released by the firm, Chipotle is collaborating with the fitness app Strava to deliver many personalized route segments and a challenge that will begin on January 2.

Nearly 70% of Chipotle's runner customers said they are likely or very likely to eat at the restaurant after preparing for a race, per an internal survey conducted by the company. In order to achieve this, the business is rewarding customers who complete the segments that conclude at Chipotle restaurants with complimentary Lifestyle Bowls, which can be customized to match a range of diets, through frequency challenges.

Free guacamole will be given to customers who accept the late-month challenge of exercising for at least 20 minutes twice a week between January 15 and January 28. Other promotions include a complimentary Lifestyle Bowl for Chipotle Rewards members on January 12, also known as Quitters Day, when they purchase a bowl. In addition, Chipotle will provide free delivery on Lifestyle Bowl orders placed online or through the company app throughout the month of January, as well as sponsor a streak-based challenge on the Strava app between January 15 and January 31.

The campaign is a continuation of Chipotle's strategy from last New Year's when it introduced the Lifestyle Bowls, in which the business made a Snapchat Lens with exercises and meditation recommendations. This year's partnership is launching in time to catch the passion that comes with the joy of starting the new year on a high note, unlike last year's promotion, which started in the middle of the month when consumers' adherence to resolutions faltered.