The network is using an app on the show's Facebook Page where, in exchange for watching the promo, visitors get a buy-one, get-one-free coupon at Chipotle. The chain's founder and CEO, Steve Ells, is one of four investors in the show.
Customers who print out the coupon can get a free Chipotle meal, including a burrito, tacos or a bowl with the purchase of another meal. The promotion ends March 6.
Meanwhile, Chipotle is running an in-store texting promotion offering a chance to get a catered burrito party. Anyone who texts "ANGR" (for America's Next Great Restaurant) at any Chipotle location will have a chance to win.
An NBC rep says this is the first time the network has used food to get consumers to watch a show promo. Nevertheless, the network has tried other means to instill viewer loyalty. For instance, last year, NBC launched a loyalty program called Fan It that rewards users who promote, interact and discuss NBC shows.
America's Next Great Restaurant, which premieres March 6, pits 21 contestants against each other as a panel of judges decide whose restaurant concept is the best. The winner gets to "fully savor his/her great American dream of launching his/her own restaurant chain," according to the NBC rep.