Chipotle Take Their Advertising into the Metaverse

chipotle, halloween, roblox, marketing,

Chipotle Mexican Grill is the next big brand to venture beyond the confines of regular marketing into the promising Metaverse.

For Halloween this year, the fast-casual chain is offering a free “Boorito” for customers who visit their locations in Halloween costumes, but with an innovative twist: the costumes will be virtual and the restaurant is on Roblox.


Roblox, the hugely popular online gaming platform, is a digital universe where avatars roam virtual territory and take part in most of the activities you can imagine. Including roles such as riding, going to concerts, working in a pizzeria. Play with other people in an online shared space.

Chipotle is the first restaurant to reveal a location within the platform. From Thursday to October 31st, users can win a free (real world) burrito voucher by completing the brand’s in-game quest.

This is how you play

  • Play between October 28th and 31st, every day after 6:30 p.m. EST
  • Dress up your avatar in a virtual Chipotle-themed costume
  • Stop by the virtual restaurant and check in at the cash register to receive the free burrito code. Only the first 30,000 visitors per day will be successful.
  • Conditions: Vouchers valid for online orders only until November 14th. One voucher per person
  • Even if you don’t win the free burrito, everyone on Halloween will get a $ 5 main course (burrito, bowl, salad, tacos) for online orders only with code BOORITO from 5pm until the end of the day
  • There’s also the Chipotle Boorito Maze that you can play to win Roblox avatar accessories

Chipotle is promoting the battle of the companies teaming up with massive multiplayer online games like Roblox, Minecraft, and Fortnite, all of which are trying to make a claim on the popular and ever-growing metaverse. This is perhaps one of the most fascinating new horizons emerging this century.

Brands like Nike, Gucci, and Hasbro have tied their cars to existing camps, big tech giants have started building their own forays, and Facebook declares its ambition to dominate the field.

In gaming, Roblox has one of the largest fan bases in the world; a recent public debut on the New York Stock Exchange (up 20% year-to-date); and hit collaborations with rapper Lil Nas X, Netflix’s’ 80s-inspired touchstone Strange things, and the Vans skateboard shoe company. According to the latest statistics, more than 43 million players log in every day.

“As a digital innovator, we always experiment to meet our guests where they are,” Chipotle’s marketing director said in a statement. “Roblox’s popularity has seen a boom over the past year and we know our fans will be thrilled to celebrate the next Boorito development in the Metaverse,” they added.