There's a catch to Chipotle's new free food deal

Chipotle is giving away free food — again. But it isn't as simple as walking into your nearest location and demanding a free burrito.

You'll have to play a memory game first in order to get a buy one, get one coupon.

While the matching game probably reminds you of something you did as a 5-year-old, it actually serves several purposes.

SEE MORE: Drone-Delivered Chipotle Burritos Are Coming To Virginia Tech

For starters, it's good PR. Multiple outbreaks of salmonella, E. coli and norovirus contaminated Chipotle food and resulted in hundreds of customers getting sick in 2015.

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MIAMI, FL - APRIL 27: Chipotle restaurant workers fill orders for customers on the day that the company announced it will only use non-GMO ingredients in its food on April 27, 2015 in Miami, Florida. The company announced, that the Denver-based chain would not use the GMO's, which is an organism whose genome has been altered via genetic engineering in the food served at Chipotle Mexican Grills. (Photo by Joe Raedle/Getty Images)
The Panera Bread Co. logo is seen on a cup of iced tea and a bag arranged for a photograph outside of a restaurant in Torrance, California, U.S., on Monday, Oct. 21, 2013. Panera Bread Co. is scheduled to release earnings figures on Oct. 22. Photographer: Patrick T. Fallon/Bloomberg via Getty Images
Chicken nuggets, french fries, and a fried chicken sandwich are arranged for a photograph during an event ahead of the grand opening for a Chick-fil-A restaurant in New York, U.S., on Friday, Oct. 2, 2015. Chick-fil-A, the Southern chicken-sandwich chain that has drawn both controversy and copycats over the years, has finally arrived in New York. The company will open a 5,000-square-foot (465-square-meter), three-level restaurant in Manhattan's Garment District that will be the chain's largest location in the nation. Photographer: Michael Nagle/Bloomberg via Getty Images

The restaurant lost millions of dollars in sales — and plenty of customers — because of the outbreaks.

Besides being part of Chipotle's comeback campaign, the free-food game also reminds people about its use of fresh ingredients.

It points out that Chipotle's food doesn't contain anything artificial — something the company's marketing team has not-so-subtly incorporated into the memory game.

Unfortunately, Chipotle's free food deal is only available to customers in the U.S. and Canada. Sorry, Europe.

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