Chipotle Mexican Grill is celebrating Cinco de Mayo with a five-day campaign offering real food, real fun and real prizes — including free burritos through a new interactive experience on Roblox.
Beginning May 5 at 3 p.m. PST, the fast-casual chain will debut “Ingredient Quest,” a digital scavenger hunt within its Burrito Builder game on Roblox. The experience allows users to collect virtual ingredient cards featuring Chipotle’s 53 real ingredients for a chance to win free entrées.
“Our fans love to celebrate Cinco de Mayo with our real ingredients,” Chris Brandt, chief brand officer at Chipotle, said in a statement. “This year, we’re allowing the Roblox community to compete for free Chipotle and learn more about what makes our brand unique along the way.”
Here’s how the Roblox experience will work:
- In the Burrito Builder experience, Roblox users will meet an employee inside Chipotle’s virtual restaurant. Users will then receive a starter pack of five unique ingredient cards to begin the Ingredient Quest experience. The goal of “Ingredient Quest” is to collect all 53 ingredient cards.
- Users must roll burritos in Burrito Builder to earn Burrito Bucks, which can be redeemed for ingredient card packs. Each card pack contains five cards, and 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.
In addition to the Roblox game, Chipotle is offering a $0 delivery fee from May 1–5 with promo code DELIVER, and free chips and Queso Blanco with any entrée purchase from May 3–5 using the code CINCO25. Both promotions are valid only on Chipotle’s website and mobile app in the U.S. and Canada.
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