The Sleeper Agent at Chipotle

The goal of the game is to notice when you’re being played.

In December of 2008, I unwrapped a burrito-based scheme.

My local Chipotle had a promo: buy a $20 gift card, get a coupon for a free burrito. I asked the cashier what the gift card could be used for. “It’s as good as cash.”

I paid $20. They handed me a $20 gift card and a coupon. I asked for another. I handed them the $20 gift card; they handed me a functionally-identical card and a second coupon. I did this four times. The cashier said she might need to check with her manager. I smiled and said I was done, leaving with my four burritos, $20 gift card, and twenty fewer dollars in my pocket.

Chipotle ran this same promotion every December and May through 2011. I always had a $20 gift card on me, ready to use it to buy another. I ate essentially free burritos for three years. Even as a high schooler, I couldn’t eat them fast enough.

I was very proud of myself.

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I hadn’t been to Chipotle in years. Today, they had a two-for-one deal – officially for the start of the Stanley Cup Finals (and coincidentally on the biggest stoner holiday of the year).

I ordered. And, like a just-activated sleeper agent, the skills came back.

Bowl, not burrito – they fill the bowl more.

Say “extra [item],” then pause. Wait until they finish scooping. Once you give them the next task, they will stop the previous one. Wait until they finish and you’re sure to have extracted the maximum. Ask for half-and-half meat. They always overshoot; you end up with closer to two-thirds and two-thirds. (Combine this trick with the pause for even more.)

Sour cream on the side. Guac on the side. The containers hold more than the spoon puts on the bowl.

I watched myself do it. Pause after “extra cheese”. Sour cream on the side. My bowl came out about 30% fuller than Partner’s order of the same item. The skills were still there, fifteen years later, like riding a bike.

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Here’s the thing I didn’t see in 2008.

Chipotle ran those gift card promotions for three years. If exploiting them had dented the company, they would have stopped after year one. Instead, the promotion kept running. The fraction of people who figured out the loophole was, presumably, priced in. (Or maybe only my Chipotle failed to stop this loophole. As Partner’s mom says, “It’s better to be lucky than smart.” Unfortunately, I’m usually smart.)

I thought I was beating the system. The system was too big to care.

Today is even funnier. Chipotle is doing two-for-one on 4/20. Their margins on a 30%-overfilled bowl are fine – the whole promotion exists because they must make more than 50% margins on food sales. The tactics I was proud of – pause-after-extra, half-and-half, sidesies – if everyone did them, Chipotle would be ecstatic. My “exploits” meant I ate at Chipotle when I otherwise wouldn’t have. And as long as I do that, they win.

It’s like the credit card companies with their 5%-cashback offers. They’ve run the math. They’re making profit. Go ahead and max out the offers: That just means you’re playing the game.

Being Wise to the game sometimes means:

1. Noticing that winning the game means you’re playing; and sometimes playing itself is losing.

2. Making games that entice others to play, and where any play is a win for you. In casino parlance, this is being The House. In Chipotle, it means having such high margins that a 50%-off deal plus customers bowlmaxxing still leads to a profit.

And, fine: sometimes a teenager actually does beat the house. I did. Sorry, Chipotle.

Still, that nostalgia brought me back to Chipotle today, over ten years later.

On long enough timelines, with large enough groups, The House always wins.

Game on. Or maybe: Got played.