Chipotle Mexican Grill offers a new promotion on the popular Roblox digital gaming platform with a “real world” crossover.
The quick-service retailer is launching “Chipotle Burrito Builder” on Roblox. The new simulation experience will challenge customers to toss burritos into the metaverse to earn “Burrito Bucks”, Chipotle’s in-game currency on Roblox, starting Thursday, April 7, which is also National Burrito Day. The first 100,000 Roblox players to successfully toss a burrito will earn enough Burrito Bucks to redeem for an entry code that can be used on the Chipotle app or its US or Canadian e-commerce site.
In October 2021, Chipotle Mexican Grill became the first restaurant brand to open a virtual location on popular immersive video game platform Roblox as part of its Halloween promotion 2021. The quick-service retailer was offering a limited-time virtual storefront and maze experience that included free burrito codes to use on digital orders, Chipotle-inspired costumes for virtual avatars, and a “Chipotle Boorito Maze” with items exclusive virtual games that can be unlocked.
Chipotle Burrito Builder will be 1990s-themed, honoring the company that opened its first store that year, in Denver. Roblox players will also have the chance to wear ’90s Chipotle-inspired uniforms on their avatars while rolling burritos and unlock new virtual items inspired by ’90s fashion.
Customers will approach the counter and place their order via images of Chipotle ingredients. Players will need to drag and drop the correct ingredients into the tortilla at the bottom of the screen before the tortilla reaches the end of the line.
Players will need to complete the customer’s order by rolling the burrito using the arrow keys before the burrito roll timer runs out. If the player does not build the full burrito order before the tortilla reaches the end of the line or roll the burrito before the burrito roll time limit, the game is over. Players will be able to play an unlimited number of times.
In addition to the gamification aspect, Burrito Builder will feature real-time leaderboards, and the top five US players on the leaderboard at 11:59 p.m. PT each day from April 7 through April 13 will earn free burritos for a year. After rolling burritos, players can take part in a side quest where they will be challenged to deliver burritos to customers in the neighborhood for a chance to unlock additional rewards.
Other retailers, including Pacsun and Nike, have also introduced immersive virtual environments – with real-world integration – on the Roblox platform.
Real world crossovers
Chipotle is also launching the first-ever Roblox-inspired menu item. On April 1, Chipotle polled Roblox players on Twitter to create a burrito order based on their popular input. The result, the Chipotle Burrito Builder Burrito, will be the first real-world menu item created by the metaverse community for a national restaurant retailer, and Chipotle’s first preconfigured digital entree available only to Chipotle Rewards members in the United States. On April 7, the new menu item will be available on the Chipotle app and Chipotle.com for a limited time.
Additionally, the company became the first restaurant brand to allow its loyalty members to redeem reward points for a Roblox gift card, starting April 7. Through Chipotle Rewards Redemption on the Chipotle app and website, Rewards members in the United States will have the option to redeem 100 reward points for a $5 Roblox digital gift card. A total of 10,000 gift cards will be available through the Chipotle Rewards Exchange.
“We leveraged play to win, an emerging engagement model in the metaverse, to launch our new experience on Roblox that celebrates the iconic Chipotle burrito,” said Chris Brandt, Chief Marketing Officer of Chipotle. “We blend the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level.”