Chipotle Mexican Grill is turning to the hottest new Gen Z social network, brick-and-mortar stores, and CashApp with its Halloween promotion.
The quick-service restaurant chain is running the 22nd annual version of its “Boorito” event on Monday, Oct. 31. Customers who sign up for the Chipotle Rewards loyalty program and visit a Chipotle restaurant in the U.S. on Oct. 31 from 3 p.m. local time to close while dressed up in costume can receive a $6 entrée.
On Halloween, Chipotle Rewards members can redeem the offer in-store by opening the Chipotle app, tapping "scan,” and scanning their Chipotle Rewards member ID at the register.
To celebrate Boorito's return to Chipotle restaurants for the first time since 2019, the retailer is also launching a "BooReal" promotion on BeReal, a social media platform popular with GenZ consumers that gives users a short two-minute deadline to post whatever is happening in their day, wherever they are located when the notification is sent.
Customers can take a BeReal photo in costume at a Chipotle restaurant on Oct. 31 and post it on BeReal with the hashtag #booritosweepstakes. They can also share their BeReal to Instagram Stories by tagging @chipotle and adding #booritosweepstakes, as well as enter via email. Participants in the BeReal event will have the chance to win one of 10 free burritos for a year prizes.
In addition, Chipotle is giving away cash to Chipotle Rewards members for Halloween in partnership with the Cash Appfinancial services app. Loyalty participants can enter for a chance to win by following @ChipotleTweets and posting their Cash App hashtag with #ChipotleBoorito as a reply to Chipotle's tweet announcing each giveaway on Oct. 13, 20, 25, or 27.
Chipotle will give away a total of $5,000 each day on those four dates. The company will give out a total of $10,000 in cash on October 27.
"Boorito is all about having fun with your friends and enjoying real food in our restaurants," said Chris Brandt, chief marketing officer at Chipotle. "After two years of celebrating virtually, we're leveling up the in-person experience with fun activations on social that will help bring fans together on Halloween."
Chipotle targets Gen Z on Halloween
In October 2021, Chipotle became the first restaurant brand to open a virtual location on the Roblox immersive video game platform, which is also popular with Gen Z consumers, 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.