Chipotle takes another trip to the metaverse with its new Burrito Builder

For the first time, players can earn virtual currency that can be converted into real burritos and bowls from the fast-casual chain.
Chipotle Mexican Grill
Photo courtesy of Chipotle Mexican Grill

Chipotle Mexican Grill is going back to the metaverse—this time with a novel crossover between virtual and in-person worlds.

The burrito chain is launching the Chipotle Burrito Builder on gaming platform Roblox.

Players can earn Burrito Bucks by rolling burritos. On National Burrito Day Thursday, the first 100,000 Roblox players to successfully roll a burrito can exchange that virtual currency for a real-life Chipotle entree via the chain’s app or website.

Chipotle said it’s the first time a brand has let Roblox players earn in-game currency that can be exchanged for real-world items.

"We've tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito," CMO Chris Brandt said in a statement. "We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."

This isn’t Chipotle’s first field trip to the virtual world.

Last October, the 3,000-unit fast casual debuted its Chipotle Boorito Maze on Roblox. Players who made it through the maze nabbed a digital code for a free burrito, leading to Chipotle’s highest digital sales day in its history.

Chipotle’s Burrito Builder will take players way back to 1993, the year the chain’s very first store opened in Denver.

Roblox players can wear ‘90s-inspired Chipotle uniforms and can unlock virtual items modeled after retro fashions, such as a Chipotle Guacman, Chipotle Foil Fanny Pack, Chipotle Cheese Frosted Tips, Chipotle Spoon Shades, Chipotle Pepper Choker, Chipotle Doodle Bandana and Chipotle Pepper Tie Dye Shirt.

“Over the past two decades, many of Chipotle’s millennial superfans have made pilgrimages to the first restaurant on Evans Avenue, and now the brand will replicate that experience in the metaverse for Gen-Z fans,” the chain said in a statement.

Chipotle is also launching a new menu item inspired by Roblox. The Chipotle Burrito Builder Burrito features white rice, black beans, chicken, tomato salsa, tomatillo red-chili salsa, sour cream, cheese, lettuce and guacamole.

The new item was created earlier this month after Chipotle polled Roblox players via Twitter about their favorite burrito orders.

Chipotle said it is the first “real-world menu item created by the metaverse community” for a major restaurant brand.

Also starting on Thursday, Chipotle Rewards members can exchange their points for a Roblox gift card.

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