Chipotle Mexican Grill has today announced its 21st year of Boorito, a fan-favourite Halloween event, will be celebrated in Roblox. It is the first restaurant brand to open a virtual location in the nascent metaverse.
Roblox fans can access the virtual restaurant and dress up in costumes such as Chip Bag Ghost, Burrito Mummy, Spicy Devil and Guacenstein – all inspired by popular Chipotle menu items. Navigating the Chipotle Boorito Maze will unlock exclusive virtual items, while reaching the centre will unlock new items each day.
According to a statement from the company, Chipotle’s share of the proceeds from sales of in-game items will be donated to a cause supporting young farmers.
In a $1 million real-world giveaway, the first 30,000 Roblox users who visit the virtual Chipotle restaurant in costume daily will receive a free burrito code for use on orders made via Chipotle.com or the Chipotle app.
“As a digital innovator, we are always experimenting on new platforms to meet our guests where they are,” says 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.”
The Chipotle Boorito Maze experience goes live today, October 28th 2021 until Halloween.