Chipotle celebrates 'Burrito Day' with digital game
A quick-service restaurant chain noted for its burritos has a major upcoming holiday on its calendar, and customers have a gamified chance to benefit.
National Burrito Day occurs Thursday, April 3, and Chipotle is bringing back its “Burrito Vault” digital game to give away up to 157,500 buy-one-get-one (BOGO) free entree codes.
Starting Monday, March 31, Chipotle Rewards loyalty program members in the U.S. and Canada can gain access to the Burrito Vault game via a dedicated page on the Chipotle e-commerce site. To play, customers enter the email associated with their rewards account.
Participating customers must guess the exact burrito order combination, ingredient by ingredient, to unlock the bank. Prizes are available for the first 2,500 Chipotle Rewards members who successfully decipher the Burrito Vault code each hour.
Players will have four attempts each hour and can win one BOGO code during the duration of the campaign. Every hour, the code to the Burrito Vault will change. New for 2025, the first player to unlock the Burrito Vault each hour will win free burritos for a year.
Also new this year, customers who unlock the vault after all the BOGO codes have been redeemed will receive 25 rewards points in their Chipotle Rewards account one time during the campaign, while available.
"Last year, our Burrito Vault drove unprecedented fan engagement that resulted in our highest digital transaction day of all time," said Chris Brandt, chief brand officer, Chipotle. "Now, we are giving them another chance to crack the code and score more free burritos."
In addition, on National Burrito Day, April 3, Chipotle is extending a $0 delivery fee offer to all Chipotle Rewards members in the U.S. and Canada ordering via its site and app.
The promotional game is afoot at Chipotle
Chipotle has a long history of gamified promotions. In January 2025, the company partnered with digital athlete community Strava to let customers compete in various hiking, cycling and running competitions to gain leaderboard status and obtain free meals and offers both for themselves and residents of their local communities.
[READ MORE: Chipotle takes partnership with active lifestyle app international]
That promotion also included the “holiday” of “No Quitters Day,” recognizing Jan. 10 as the unofficial date most people abandon their New Year’s resolutions and offering motivational messages as well as prizes to help keep customers dedicated to their resolutions.
In addition, for the 2025 Super Bowl, Chipotle offered a special mobile activation via social media posts that rewarded up to 50,000 free entrees to customers watching the game.
And on Monday, Feb. 10, rewards members could obtain a free guac and queso blanco offer with the purchase of any entrée, exclusively via the Chipotle app and website. The retailer called this promotion “Extra Sunday” in honor of the many Super Bowl viewers who traditionally miss work the next day.
Chipotle Mexican Grill Inc. operated more than 3,700 restaurants as of Sep. 30, 2024, in the U.S., Canada, U.K., France, Germany and Kuwait; and it is the only restaurant company of its size that owns and operates all its restaurants in North America and Europe.
