NEWPORT BEACH, Calif.,
Oct. 26, 2021 /PRNewswire/
-- Chipotle Mexican Grill (NYSE: CMG) today announced it will
celebrate the 21st year of Boorito, a fan favorite
Halloween event, by becoming the first restaurant brand to open a
virtual location on Roblox, a global platform bringing millions of
people together through shared experiences. In the Chipotle Boorito
Maze experience, Chipotle will make $1
million in free burritos available* and offer access to new
virtual Halloween costumes and exclusive Roblox items.
The experience will go live at 3:30 pm
PT/6:30 pm ET on October 28 and can be accessed at:
https://www.roblox.com/chipotle.
To continue the Boorito tradition, Chipotle fans in the U.S. can
get a $5 burrito, bowl, salad, or
taco entrée from 5 pm to close local
time on Halloween with the digital-only promo code "BOORITO" at
checkout, exclusively on the Chipotle app and Chipotle.com**. The
offer does not require participation in Roblox and is limited to
one (1) per transaction on October 31
only. Guests cannot use the promo code in-restaurant.
Boorito on Roblox
Dating back to 2000, Boorito has
brought costume-donning Chipotle fans together across the country
to celebrate Halloween in-restaurant and receive special deals on
burritos. With a digital exclusive offer this year, Chipotle wanted
to give fans a fun way to visit the restaurant virtually and
experience Boorito in the metaverse for the first time.
Starting October 28, fans will be
able to access Chipotle's virtual restaurant location on Roblox for
a chance to get an offer code for a free burrito, dress up in new
Chipotle-inspired costumes, and navigate the Chipotle Boorito Maze
to unlock exclusive virtual items upon reaching its center.
Chipotle's costumes on Roblox, which include a Chip Bag Ghost,
Burrito Mummy, Spicy Devil and Guacenstein, and more, are inspired
by fan favorite Chipotle menu items.
$1 Million in Free
Burritos
From October 28 through October 31,
beginning at 3:30 pm PT /
6:30 pm ET each day, the first 30,000
Roblox users who visit the cashier in the virtual Chipotle
restaurant in costume each day will receive a free burrito code for
use on orders placed via Chipotle.com or the Chipotle app at
participating Chipotle restaurants in the
United States*. Limit one free burrito per player.
"As a digital innovator, we are always experimenting on new
platforms to meet our guests where they are," said Chris Brandt, Chief Marketing Officer at
Chipotle. "Roblox's popularity has boomed over the past year, and
we know our fans will be excited to celebrate the next evolution of
Boorito in the metaverse."
Chipotle in the Metaverse: How It Works
- Users can enter the virtual Chipotle location on Roblox by
visiting https://www.roblox.com/chipotle starting October 28 at 3:30 pm
PT/6:30 pm ET. The promotion
will be live from October 28 to October
31, but the experience will remain open for fun on
November 1 and beyond.
- Before entering the virtual Chipotle restaurant, users will
have the opportunity to dress up their Roblox Avatar in
Chipotle-inspired costumes and accessories, including a Chip Bag
Ghost, Burrito Mummy, Spicy Devil, Guacenstein, and more.
- After their Boorito look is completed, users will enter the
virtual restaurant where they'll receive a unique promo code from
the cashier for a free entrée if they are one of the first 30,000
visitors between October 28 and October
31 starting at 3:30 pm
PT/6:30 pm ET each day. For
users who are not among the first 30,000 visitors to the virtual
Chipotle that day, the cashier will inform them to use promo code
"BOORITO" via the Chipotle app and Chipotle.com on Halloween to get
a $5 burrito, bowl, salad, or taco
entrée**. A new batch of 30,000 free entrée codes will go live
at 3:30 pm PT/6:30 pm ET every day through October 31. The free entrée codes distributed on
Roblox can be redeemed on Chipotle.com and the Chipotle app through
November 14*.
- Users will then move to the Chipotle Boorito Maze where they
can collect real ingredients that gives them superpowers to avoid
spooky monsters and reach the center of the maze. Users who reach
the center will gain access to free and exclusive Chipotle-themed
virtual items for their Avatar. From October
28 to October 31, the exclusive virtual items will change
daily. Chipotle's share of the proceeds from the sales of in-game
items will be donated to a cause that supports young farmers.
*OFFER AVAILABLE WHILE SUPPLIES LAST. Codes available up to the
stated limit to first 30,000 participants who play Chipotle Boorito
Maze and visit the in-game Chipotle restaurant each day between
10/28/21-10/31/21. Codes released
each day at 3:30 pm PT/6:30 pm ET. Must be 13 or older. Codes valid at
participating Chipotle restaurants in the
United States or Canada on
orders placed through Chipotle website or app only. Not valid on
orders via third party delivery platforms. Menu items subject to
availability. Limit 1 per person. Code expires on 11/14/21.
Restrictions may apply to use with other coupons, promotions, or
special offers. Void where prohibited. Not redeemable for cash.
Additional restrictions apply, see terms and conditions at:
Chipotle.com/Boorito.
**$5 Entrée Offer - Receive one (1)
entrée item for $5 when ordering on
chipotle.com or the Chipotle mobile app from participating U.S.
locations by using promo code "BOORITO" at digital checkout. Valid
only on October 31, 2021 beginning at
5:00 pm local time through restaurant
closing; redemption is subject to availability. Not valid on orders
via third party delivery platforms. Limit: one (1) per transaction.
Taxes, gratuities, and any sides are not included and are the
responsibility of the customer. Restrictions may apply to use with
other coupons, promotions, or special offers. Additional
restrictions may apply.
ABOUT CHIPOTLE
Chipotle Mexican Grill, Inc. (NYSE: CMG)
is cultivating a better world by serving responsibly sourced,
classically-cooked, real food with wholesome ingredients without
artificial colors, flavors or preservatives. Chipotle had nearly
2,900 restaurants as of September 30,
2021, in the United States,
Canada, the United Kingdom, France and Germany and is the only restaurant company of
its size that owns and operates all its restaurants. Chipotle is
ranked on the Fortune 500 and is recognized on the 2021 lists for
Forbes' America's Best Employers and Fortune's Most Admired
Companies. With nearly 95,000 employees passionate about providing
a great guest experience, Chipotle is a longtime leader and
innovator in the food industry. Chipotle is committed to making its
food more accessible to everyone while continuing to be a brand
with a demonstrated purpose as it leads the way in digital,
technology and sustainable business practices. For more information
or to place an order online, visit WWW.CHIPOTLE.COM.
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SOURCE Chipotle Mexican Grill, Inc.