Chipotle celebrating Cinco de Mayo with Roblox game
Chipotle Mexican Grill is adding a new experience to an existing Roblox promotion in observance of a major Mexican holiday.
To recognize Cinco de Mayo, Chipotle is launching a new, immersive digital gaming experience, "Ingredient Quest," in the Burrito Builder experience it introduced on the popular Roblox virtual gaming platform in 2022.
Ingredient Quest challenges customers using Burrito Builder (which simulates rolling burritos in the Roblox metaverse environment) to collect virtual cards featuring Chipotle's 53 ingredients for the opportunity to win free burritos.
How it works
- Roblox users will meet an employee inside Chipotle's virtual restaurant in the Burrito Builder experience and get a starter pack of five unique ingredient cards to begin the Ingredient Quest experience. The goal of the game is to collect all 53 ingredient cards.
- Users must roll burritos in Burrito Builder to earn Burrito Bucks virtual Roblox currency, which can be redeemed for ingredient card packs. Each card pack contains five cards. Forty ingredient cards are available in card packs.
- The remaining eight ingredient cards are hidden throughout Chipotle's Burrito Builder experience in a virtual scavenger hunt.
- The first 50,000 users to collect all 53 unique ingredient cards will unlock a free entrée offer.
Chipotle says it created Ingredient Quest to educate its Gen Z customers on its 53 real ingredients while giving them the opportunity to claim a reward of free Chipotle in the physical world. Each of Chipotle's ingredient card packs on Roblox feature an assortment of five cards with original artwork.
Chipotle has also previously collaborated with Roblox for a limited-time virtual storefront and maze Roblox experience for Halloween. And in honor of the recent National Burrito Day (April 3), Chipotle brought bback its "Burrito Vault" digital game on its e-commerce site to give away up to 157,500 buy-one-get-one (BOGO) free entree codes.
[READ MORE: Chipotle celebrates 'Burrito Day' with digital game]
"Our fans love to celebrate Cinco de Mayo with our real ingredients," said Chris Brandt, chief brand officer, Chipotle. "This year, we're giving the Roblox community the opportunity to compete for free Chipotle and learn more about what makes our brand unique along the way."
In other Cinco de Mayo promotions, from May 1-5, U.S. and Canadian customers can have Chipotle mobile and online orders delivered to their door with a $0 delivery fee; and from May 3-5, Chipotle is offering free chips and queso blanco dip on mobile and online orders in the U.S. and Canada. Both offers require a special promotional code.
Chipotle Mexican Grill Inc. operates nearly 3,800 restaurants as of March 31, 2025, in the U.S., Canada, U.K., France, Germany, Kuwait and the United Arab Emirates. It is the only restaurant company of its size that owns and operates all its restaurants in North America and Europe.
