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Chipotle marks Cinco de Mayo on Gen Z-friendly social site

Chipotle first timer bowl
Chipotle is celebrating Cinco de Mayo.

Chipotle Mexican Grill continues its innovative promotional efforts with the Partiful events platform.

Through Friday, May 5, the quick-service retailer is celebrating the Cinco de Mayo holiday with multiple marketing efforts. Most notably, these include an initiative based on Partiful, a text-oriented event management and social networking platform popular with Gen Z consumers.

During the promotion, customers can create an event on Partiful and invite friends who have never tried Chipotle, including the hashtag #ChipotlePartyPromo in the description. They can then direct message @Chipotle on Instagram with a link to the Partiful event.

Every day through May 5, Chipotle will RSVP to the first 20 Partiful events sent to @Chipotle on Instagram via direct messages and will drop one buy-one-get-one (BOGO) code per RSVP'd guest (up to 25 BOGO codes per event). Chipotle is the first major restaurant brand to officially partner with Partiful. 

"We're leveraging the Partiful platform to reward Chipotle superfans for celebrating Cinco de Mayo with those who are simply beginners with the brand," said Tressie Lieberman, VP of digital marketing & off-premise, Chipotle Mexican Grill. "Releasing the 'First Timer Bowl' on our digital channels is a way for us to engage with our audience and show newcomers how others navigate the customizable menu."

Chipotle is also celebrating Cinco de Mayo with a $0 delivery fee offer through May 5.

Chipotle cooks up virtual rewards promotions

Chipotle has run several other omnichannel marketing campaigns, specifically aimed at members of its loyalty program, in the past year. In January, the retailer launched “Freepotle,” a new perk for members of its Chipotle Rewards loyalty program that will provide them up to 10 free food drops throughout 2023. As part of its promotional strategy for Freepotle, Chipotle introduced a new "Freepotle" Prize Wheel on the TikTok Live and Instagram Live livestream platforms.

In October 2022, the retailer ran the 22nd annual version of its “Boorito” Halloween event. Chipotle Rewards members could redeem the offer in-store by opening the Chipotle app, tapping "scan,” and scanning their Chipotle Rewards member ID at the register.

The retailer also launched 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. In addition, Chipotle gave away cash to Chipotle Rewards members for Halloween in partnership with the Cash App financial services app.

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.

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