The pack of runners, along with over 100,000 others across the United States, are participating in the Chipotle Segment Challenge Series Contest. Hosted by Chipotle and fitness-tracking app Strava, the challenge encourages runners and walkers to embark on that two-block journey to pass the 10th and E Chipotle as many times as possible before Jan. 31.
Chipotle partnered with Strava after noticing the number of professional and amateur athletes who eat at its restaurants before and after exercising, says Chris Brandt, chief brand officer at Chipotle. Its goal in launching the challenge at the beginning of the year was to help people focus on their fitness goals and simultaneously drive business, including to its line of nutrition-conscious lifestyle bowls.
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