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Chipotle Unveils Metaverse Customer Experience




Chipotle Mexican Grill announced it is launching Chipotle Burrito Builder on Roblox, a new simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks, the brand's in-experience currency on Roblox on National Burrito Day. The first 100,000 Roblox players to successfully roll a burrito will earn Burrito Bucks for an entrée code redeemable on the app or online.

This marks the first time a brand has enabled Roblox players to earn and exchange a Roblox in-experience currency for real-world items. Chipotle will also become the first national restaurant brand to serve virtual food on Roblox.

"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," said Chris Brandt, Chief Marketing Officer. "We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."

The brand previously launched the Chipotle Boorito Maze on Roblox in October of 2021.

Roblox players will also have the chance to wear Chipotle '90s-inspired uniforms while rolling burritos and unlock new virtual items inspired by '90s fashion.

To celebrate its return to the metaverse, Chipotle will launch the first-ever menu item inspired by Roblox. The Chipotle Burrito Builder Burrito will be the first real-world menu item created by the metaverse community for a national restaurant brand. The new burrito can only be accessed by Chipotle Rewards members on the Chipotle app and website.

In another first, Chipotle will become the first restaurant brand to enable its loyalty members to exchange Rewards points for a Roblox Gift Card through the Chipotle Rewards Exchange on the Chipotle app and Chipotle.com. A total of 10,000 gift cards will be available. Chipotle will also give away a total of one million Robux to fans via Twitter.

For National Burrito Day, April 7, Chipotle Rewards members in the U.S. can get a free side or topping of Queso Blanco with the purchase of an entrée when they use the digital-only promo code "NBD2022" at checkout, exclusively on the Chipotle app and Chipotle.com.

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