How to activate birthday rewards?

Received an email to pick a birthday reward within 30 days. Options are free chips, guac, queso, or a drink.

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But when you click to pick a reward, it options up the chipotle app and takes you to the page to redeem your points for a reward.

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Surely they're not intending the customer to redeem points to get their free birthday reward, right? Am I doing something wrong in trying to activate the reward?