Chipotle became a cult of a restaurant because of two things: delicious, addictive burritos and clever promotions. It took me more than one visit to convert, but I have been a proud Chipotle proponent for at least five or six years now. Their burritos range from amazingly tasty to life-savingly euphoric. Personally, I'm a pinto beans, steak, rice, corn, lettuce, cheese and sour cream kind of guy. But there are any number of thoroughly satisfying options available, including guacamole! There is little debate that a Chipotle burrito, while it may not be authentically Mexican, is an amazing thing.But it's the way they market themselves that makes Chipotle such a fun place to go. They've got a fun web site and fun ads (I've had one radio spot, "Moo" as my cell phone ringtone for some time now), and most importantly, fun promotions. Every Halloween, you can dress as a burrito (wear just a little tin foil) and get a free burrito. On April 15th, you can fill out the cleverly bureaucratic "Burrito EZ FWI" form and get a free burrito. And four years ago, on February 29, 2004, you could get a free burrito just because it was Leap Day, a special holiday that happens only once every four years. It was promotions like these that made my friends and I fall in love with this establishment. There's a certain camaraderie to standing in line with a bunch of strangers wearing tin foil hats and armbands, eagerly anticipating a free tortilla holding a free pound of goodness.
Tomorrow, people all over the world will celebrate our unique calendar that allows us this special extra day of February. But there will be no free burritos. I repeat, there will be no free burritos. I called my local Chipotle to make sure of what I had feared. When asked about this year's Leap Day promotion, the woman at Chipotle told me, "That's something we did four years ago, but we haven't done it since. We will not have any free burritos tomorrow."
There you have it. They did it on Leap Day 2004, but haven't done it since. So on Leap Days 2005, 2006 and 2007, they didn't hold the promotion. Perhaps that's because THERE HAVEN'T BEEN ANY LEAP DAYS since 2004. Silly woman.
In case you missed the news, there will be no free burritos tomorrow, in celebration of Leap Day or otherwise. And I am not happy. I haven't had Chipotle since the free burrito of Halloween aught-seven. Been saving up the appetite and eagerly anticipating the awesomeness of tomorrow's free burrito. But there will be no free burritos tomorrow. I would like to call for a one-day boycott of Chipotle tomorrow, in protest of this insane act.
But on Saturday, let us all enjoy Chipotle burritos. And let us all pay for them, for once. It can be a show of appreciation for all the joyous meals and memories they've given us over the years. Plus, Tax Day isn't as far away as it seems.




