Chipotle Mexican Grill, which serves burritos, bowls, tacos, quesadillas, and salads, has expanded its partnership with Strava for 2025.
The aim of the latest Strava x Chipotle collaboration is to encourage and reward healthy habits this year. It builds on an initial tie-up in 2024 in the USA, which saw significant engagement among Strava users around Chipotle restaurants.
In 2025, Chipotle is launching its first-ever international Strava segment challenge for participants to compete to win free Lifestyle Bowls for a year, plus free Chipotle for their home city.
New in 2025, the initiative extends beyond the US, connecting and motivating Chipotle’s running community across 25 cities in North America and Europe, including New York City, London, Paris, Toronto and more.
Participants can also complete segments near to Chipotle restaurants by walking or in a wheelchair. The cities participating in the competition are the top 25 cities that eat the most Chipotle.
“Last year, we learned about the literal great lengths that our fans will go to for free Chipotle,” said Chris Brandt, Chief Brand Officer at Chipotle.
“Participants logged more than 9.25 million miles on ‘Chipotle segments’, the equivalent of circling the planet more than 370 times. After seeing the passion our fans had for the initial launch with Strava, we had to increase access to the competition and raise the stakes.”
In the UK, the ‘Chipotle segment’ in London is located at 101-103 Baker St, London W1U 6LN. Throughout January, fans in London will have the opportunity to compete for Local Legend Status (LCL), an award for the individual who completes the segment the most times. Chipotle will reward the Local Legend in London with free Lifestyle Bowls for a year.
“Our nourishing, real food is quickly becoming a go-to training meal for athletes across all levels in London,” said Anat Davidzon, Managing Director, International for Chipotle.
“After launching with Strava in the US in 2024, we saw a passionate response from our fans in the UK requesting to bring the competition here.”
According to a Chipotle running survey, nearly 7 out of 10 Chipotle consumers who are runners indicate they are likely or very likely to eat Chipotle after training for a race.
Chipotle has partnered with Strava to create 25 ‘Chipotle segments’, which are portions of roads and trails created by the Strava community where athletes can find friendly competition by chasing the fastest times on the leaderboard. Each segment ends at a Chipotle restaurant.
Every city with a Chipotle segment, including London, will also compete to see who can collectively complete the highest mileage on the segment. The cities’ progress will be tracked on the ‘Chipotle x Strava: The City Challenge’ heatmap, a leaderboard showing daily updates of each city’s performance.
The city that wins will score a Buy-One-Get-One-Free (BOGOF) entrée offer for their entire city valid on instore orders on a future date to be announced by Chipotle. This will be the first time Strava segments will be in direct competition with each other as part of a brand-sponsored competition.
citychallenge.chipotle.com
www.strava.com
