A Look Back: When Chipotle Brought Their Booritos to the Metaverse
In October 2021, Chipotle Mexican Grill took a bold step into the future of marketing by embracing the growing trend of the metaverse. At a time when the digital landscape was rapidly evolving, the Mexican food chain became the first restaurant to establish a virtual presence on Roblox, a popular online gaming platform. This innovative move marked a significant shift in how brands interacted with their customers, blending the physical and virtual worlds in a way that had never been done before.
The 2021 Boorito Event: A Digital Revolution
For Halloween that year, Chipotle launched a promotion that was as unique as it was exciting. Traditionally, the fast-casual chain had offered free “booritos” to customers who visited their locations dressed in Halloween costumes. However, in 2021, they took this concept to a whole new level by hosting the event entirely in the metaverse.
Roblox, known for its expansive digital universe where players can engage in a myriad of activities, became the platform for this groundbreaking campaign. From October 28th to October 31st, users who dressed their avatars in Chipotle-themed virtual costumes and visited the brand’s virtual restaurant could receive a coupon for a free real-world burrito. The catch? Only the first 30,000 visitors each day would score the coveted coupon.
The Mechanics of the Game
To participate in this digital scavenger hunt, players needed to:
- Log on to Roblox between October 28 and 31, after 6:30 p.m. EST each day.
- Dress their avatars in Chipotle-themed costumes available within the game.
- Visit the virtual Chipotle restaurant and check in at the virtual cash register to claim their coupon.
Even those who didn’t win the free burrito still had a chance to enjoy a discounted meal. Chipotle offered a $5 entrée to all online orders placed on Halloween with the code “BOORITO.”
A Digital Trendsetter
Chipotle’s foray into the metaverse was more than just a gimmick—it was a strategic move that placed them at the forefront of digital marketing innovation. By tapping into the growing popularity of platforms like Roblox, Chipotle joined the ranks of other major brands such as Nike, Gucci, and Hasbro, all of whom were exploring the potential of the metaverse.
The timing was indeed optimal. Roblox had just launched on the New York Stock Exchange and had quickly become a preferred platform for millions of daily users. By establishing a virtual restaurant, Chipotle not only tapped into a new demographic but also laid the groundwork for future digital marketing initiatives.
Remembering the Metaverse Moment
As we look back on Chipotle’s 2021 Boorito event, it serves as a reminder of how quickly the world of marketing can change. The event was not just about giving away free food; it was about pioneering a new way for brands to connect with their audiences.
In today’s ever-evolving digital landscape, it’s fascinating to recall how Chipotle, a beloved brand known for its burritos, was also an early adopter of the metaverse—a space that continues to grow in influence and potential. Whether you were one of the lucky 30,000 to snag a free burrito or just a spectator of this digital revolution, the 2021 Boorito event remains a significant milestone in the history of brand marketing.
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| Duolingo: Duolingo | Figma: Figma |
| Nerdfitness: Nerdfitness | Trello: Trello |
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