LOS ANGELES (CBSLA.com) — Chipotle Mexican Grill will be offering their customers a new benefits program this summer.

The “Chiptopia” loyalty program will begin on July 1 and continue all the way through the end of September. Customers can visit any U.S. Chipotle to pick up their “Chiptopia” card.

Unlike most reward programs, where you benefit from the amount you spend or accumulating points towards a certain restaurant, “Chiptopia” will reward customers for making multiple visits while spending at least $6 at Chipotle within a given month.

“We created Chiptopia to reward our most loyal customers who continue to support our efforts to cultivate a better world,” said Mark Crumpacker, chief creative and development officer at Chipotle

During each month of the program, a customer’s fourth, eighth and 11th visit and entrée purchase triggers a reward for one free entrée and elevates the customer to a new status level.

The reward system will offer three different status levels: Mild, Medium, and Hot.

By earning the “Mild” status the customer will win a free entree, and someone who achieves the “Hot” level in all three months can earn up to nine free entrees over the course of the rewards program, plus a $240 “Catering for 20” Bonus Reward.

A maximum of one visit per member, per day counts toward “Chiptopia” rewards. Purchasing multiple entrées on the same day does not earn additional rewards.

The rewards program comes as Chipotle struggles to rehabilitate its public image after an outbreak of E. coli forced the chain to close more than 40 restaurants last October.

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