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Chipotle Mexican Grill is going back into the metaverse to give away free burritos.
Starting on National Burrito Day – Thursday, April 7 – the fast-casual chain is launching the Chipotle Burrito Builder on Roblox, which it describes as a “new simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks.”
The first 100,000 Roblox players to successfully roll a burrito will earn enough Burrito Bucks to exchange for an entrée code that can be used on the Chipotle app or the chain’s website in the U.S. and Canada. The codes will be available while supplies last and are valid through April 13.
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This isn’t the first time Chipotle has teamed up with Roblox, a kid-friendly online gaming platform.
In late October, Chipotle had a Boorito Maze game on Roblox but a day into the Halloween contest users had trouble accessing the platform. Roblox said its 73-hour outage was not related to the Chipotle activation.
Last year for Burrito Day, Chipotle gave away $100,000 in free burritos and $100,000 in Bitcoin through an interactive game.
Chipotle Burrito Builder game: Free food codes and free burritos for a year
Chipotle said Tuesday that the Roblox Burrito Builder “marks the first time a brand has enabled Roblox players to earn and exchange a Roblox in-experience currency for real-world items, in this case, a burrito or other entrée from Chipotle.”
The Chipotle Burrito Builder will be ‘90s themed to pay homage to the first Chipotle location that opened in 1993 and the birth of the chain's burrito.
The Burrito Builder is scheduled to go live at 3:30 p.m. PT/6:30 p.m. ET Thursday at Roblox.com/chipotle. The 100,000 free codes will be available while supplies last.
The game will also feature a real-time leaderboard and the top five players on the leaderboard by 11:59 p.m. PT each day from April 7 to 13 will win free burritos for a year. Learn more about the game at Chipotle.com/NationalBurritoDay.
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New Chipotle burrito inspired by Roblox users
Chipotle said it will launch the first-ever menu item inspired by Roblox to celebrate its return to the metaverse. The chain polled Roblox players on Twitter to help build their collective go-to burrito order, which it has dubbed the “Chipotle Burrito Builder Burrito.”