Chipotle Mexican Grill has launched the Chipotle Burrito Builder on Roblox, a simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks, the brand's in-experience currency on Roblox.
Starting this Thursday—National Burrito Day—the first 100,000 Roblox players to successfully roll a burrito will earn enough Burrito Bucks to exchange them for an entree code that can be used on the Chipotle app, Chipotle.com, or Chipotle.ca.
Chipotle Burrito Builder is inspired by Chipotle fans on social media who have compared the complexities of rolling burritos to playing a video game. This 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 entree from Chipotle.
Through Chipotle Burrito Builder, 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, 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.”
With the launch of Chipotle Burrito Builder, Chipotle is introducing its second custom experience on Roblox and a modular world strategy on the platform. The brand launched the Chipotle Boorito Maze on Roblox in October of 2021.
Chipotle Burrito Builder have a 90s theme and pay homage to the Chipotle burrito that was born in 1993 and the company's first location in Denver, Colorado, which opened that same year. The surrounding area is also inspired by the layout of the original restaurant's real neighborhood in Denver.
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, including 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.
To celebrate its return to the metaverse, Chipotle will launch the first-ever menu item inspired by Roblox. On April 1, Chipotle polled Roblox players on Twitter to help build their collective go-to burrito order.
The result, the Chipotle Burrito Builder Burrito featuring white rice, black beans, chicken, fresh tomato salsa, tomatillo red-chili salsa, sour cream, cheese, lettuce, and guacamole, will be the first real-world menu item created by the metaverse community for a national restaurant brand, and Chipotle's first pre-configured digital entree that can only be accessed by Chipotle Rewards members in the U.S.
The new menu item will be available on the Chipotle app and Chipotle.com for a limited time.
Chipotle will also enable its loyalty members to exchange rewards points for a Roblox Gift Card, starting April 7.
Related: Chipotle Tests RFID Traceability Technology; RoboBurger’s Vending Machine Launches Nationally.