Chipotle Gets Spicy in the Metaverse for Cinco de Mayo

To celebrate Cinco de Mayo, Chipotle is trading margaritas for metaverse magic with a Roblox-based promotion that kicks off on May 5. Dubbed "Ingredient Quest," the campaign lives inside the brand’s virtual restaurant in Roblox’s Burrito Builder game. Over the course of five days, users will collect digital ingredient cards—each adorned with original artwork—by rolling virtual burritos and completing scavenger hunts. The game promises over $1 million in free food, with the first 50,000 players to collect all 53 cards scoring a free entrée.

The experience ties tightly to Chipotle’s real-world commitment to transparency, spotlighting the 53 ingredients used in its menu. This includes a data drop: in 2024 alone, Chipotle sourced 47 million pounds of local produce, defined as coming from within 350 miles of distribution centers. It’s a clever blend of brand storytelling and gamification, giving players a tangible taste of Chipotle’s sourcing ethos while they play.

Not leaving offline fans out of the fiesta, Chipotle is also offering free delivery (code: DELIVER) and complimentary chips and Queso Blanco (code: CINCO25) through its app and website from May 1–5. The dual-channel strategy—blending immersive digital play with real-life rewards—positions Chipotle as a leader in fusing experiential tech with its core value of "real food."

Read more at MediaPost.