Gamification, branded merchandise and more meet in a new digital-age marketing initiative from Chipotle that the chain says is a first among national restaurant brands.

Chipotle Mexican Grill, which has nearly 2,900 restaurants in the U.S., Canada and beyond, announced that it has launched Extras, an enhancement to its Chipotle Rewards program, which has about 24 million members.

Chipotle has rolled out Extras, an exclusive feature for Chipotle Rewards members that unlocks access to extra points, helping members earn things like free food and branded apparel.

Extras, as the restaurant explained, gamifies Chipotle Rewards, enabling members to participate in personalized challenges to earn extra points and to collect achievement badges. “Chipotle is the first national restaurant brand to launch badges as part of its loyalty program,” the company asserted in a press release.

The badges can be used to get rewards like free Chipotle food and branded merchandise from the eatery’s collection of swag, which includes apparel, totes, footwear like sliders and more. Members can also redeem their points to support a variety of Chipotle's nonprofit partners like The Farmlink Project, National Young Farmers Coalition, and the National Urban League. 

Chipotle Rewards members earn 10 points for every $1 spent in the restaurant, online or in the app. With Extras now in play, they can earn even more points. How do they do so? By visiting their profile on the Chipotle app or Chipotle.com and participating in the Extras offering.

“Offering new ways to engage with Chipotle is essential to the ongoing evolution of our digital business,” said Chris Brandt, chief marketing officer.