Marketing

How Chipotle is helping gamers get more Eddy Gordo on Tekken 8

Chipotle knows its customers love gaming. On Monday, the chain announced a new partnership with the hugely popular fighting game franchise Tekken.
Tekken 8
Fans of the game can enjoy the Tekken 8 Battle Bowl at Chipotle for a limited time. | Image courtesy of Chipotle.

Chipotle is making another play for its video gaming audience with a new partnership with Tekken 8.

The fast-casual chain on Monday said players of the Bandai Namco Group fighting game will be able to earn in-game currency with digital orders on the app and website through the Chipotle Rewards Exchange. They must use the promo code EWGF623, which—as I’m sure everyone knows—is a nod to the game’s iconic “Electric Wind God Fist” move.

In addition, on the menu for a limited time through digital channels will be a new Chipotle menu item to appeal specifically to Tekken players: The Tekken 8 Battle Bowl, featuring chicken, white rice, black beans, fresh tomato salsa, roasted chili-corn salsa, fajita veggies, cheese and guac.

The bowl was crowd-sourced during the Tekken World Tour Finals in January, when followers on X were asked to vote on ingredients they thought should be in the bowl.

And Tekken 8 will be the title game in the 2024 Chipotle Challenger Series (CCS) this month, which is hosted in collaboration with Sony Interactive Entertainment. It will be the first-ever sponsor-branded tournament within the PlayStation Tournaments ecosystem, Chipotle said, and the grand finals event is scheduled to be broadcast live on Twitch and YouTube channels on May 4.

Chipotle first launched the annual CCS, an online tournament, in 2019. Eligible competitors will earn free chips and guac from Chipotle. The two winners of the tournament will receive free Chipotle for a year, a trip to Evolution Championship Series (Evo) 2024 in Las Vegas, a share of the $20,000 in cash prizes and more, the company said.

Chipotle is the presenting sponsor for the Evo event, for the second consecutive year.

“The amazing reception we received from the Fighting Game Community in 2023, notably Evo attendees cheering for our ads when they aired during the competition, has inspired us to double down on our investment in FGC,” said Chris Brandt, Chipotle’s chief brand officer, in a statement. “Gaming is a force shaping culture, so it’s imperative that we show up in the right way for this passionate community by providing real value and access to exclusive experiences.”

Chipotle has been a pioneer in aligning its brand with the gaming community. The chain has had a presence on Roblox, skateboarder Tony Hawk livestreamed on Chipotle’s Twitch page to promote his video games in 2020.

Typically, however, such promotions have involved game play that results in incentives to eat at a restaurant. In this case, guests are being incentivized to eat at Chipotle so they can play more of the game.

For every qualifying order, players will receive a code for 500 Tekken Coins, while supplies last, allowing them to buy costumes and other things at the in-game shop. Chipotle Rewards members can also redeem their rewards points in the Chipotle Rewards Exchange to receive another 500 Tekken Coins. Learn more about how by visiting chipotle.com/TEKKEN8.

Tekken, which means “iron fist” in Japanese, is a hugely popular game franchise that was first launched in 1994 and has since inspired several films and other spinoffs. The latest version has inspired reviewers to call it the “most beloved fighting game series of all time.”

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