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09/14/2022

Chipotle debuts menu item – in the metaverse

Dan Berthiaume
Senior Editor, Technology
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Chipotle Garlic Guajillo Steak
Chipotle is continuing its Roblox promotional strategy.

Chipotle Mexican Grill is officially unveiling a new food offering on the popular Roblox immersive video game platform.

The quick-service retailer says it is the first restaurant retailer to introduce a meal, its new limited-time Garlic Guajillo Steak, in the metaverse. The new menu item is available through the Chipotle Grill Simulator experience on Roblox, as well as stores across the U.S. and Canada.

In Chipotle's virtual restaurant on Roblox, users grill Garlic Guajillo Steak following Chipotle's culinary process and then virtually taste it. Users who successfully cook and taste Garlic Guajillo Steak will also receive a free digital entrée code that can be used to try the menu item in real life.

The free entrée codes can also be accessed by Chipotle Rewards loyalty program members in the U.S. and Canada on the Chipotle app and website.

The Chipotle Grill Simulator is a new experience located within the “Chipotle Burrito Builder” virtual experience on Roblox. The experience starts at the plancha (flat-top griddle), where visitors will need to grill and season as many steaks as they can before time runs out.

[Read more: Chipotle launches burrito-rolling game — online]

Users will then race against the clock to cut as many steaks as they can into tender strips. Finally, customers will need to mix the protein with lime and cilantro until they fill the progress bar.

After preparing Garlic Guajillo Steak, users will be able to virtually taste the menu innovation with a digital black fork. A flavor aura will appear, highlighting Garlic Guajillo Steak's flavor profile. Users who successfully complete the experience will earn virtual “Burrito Bucks” they can use to unlock new exclusive virtual items on the Roblox platform.

"By launching Garlic Guajillo Steak in the metaverse, we are able to share our culinary traditions and real food proposition with Gen Z," said Chris Brandt, chief marketing officer, Chipotle. "For the first time, fans can discover our latest menu innovation from our head chef with an immersive experience that blends the best of Chipotle's digital and physical worlds."

"We're listening to our customers' requests for intriguing new flavors," said Nevielle Panthaky, VP of culinary, Chipotle.

Chipotle cooks up Roblox promos

The Chipotle Grill Simulator and Burrito Builder are not the company’s only Roblox activities. In October 2021, Chipotle became the first restaurant brand to open a virtual location on the popular Roblox immersive video game platform as part of its Halloween 2021 promotion.

The quick-service retailer offered a limited-time virtual storefront and maze experience that included free burrito codes for use on digital orders, Chipotle-inspired costumes for virtual avatars, and a “Chipotle Boorito Maze” with exclusive virtual items that could be unlocked. 

Chipotle Mexican Grill Inc. had over 3,000 restaurants as of June 30, 2022, in the U.S., Canada, U.K., France, and Germany, and is the only restaurant company of its size that owns and operates all its restaurants.