- Chipotle is celebrating Cinco de Mayo by sending consumers on an “Ingredient Quest” in Roblox.
- Roblox users are encouraged to visit Chipotle’s virtual restaurant in the Burrito Builder. Users will receive a pack of five unique ingredient cards to begin the Ingredient Quest experience.
- Completing the tasks in Roblox can turn into free rewards at Chipotle in the physical world. The first 50,000 users to collect all 53 unique ingredient cards will unlock a free entree offer.
Chipotle is using Cinco de Mayo as a launch point to connect with Gen Z consumers where they are. Inspired by Gen Z’s love for nostalgic collectibles, the game uses card packs to highlight the company’s healthy ingredients.
In the game, users roll burritos in Burrito Builder to earn Burrito Bucks, which can be redeemed for ingredient card packs. 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.
“Our fans love to celebrate Cinco de Mayo with our real ingredients,” said Chris Brandt, chief brand officer at Chipotle, in a statement. “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.”
