The biggest Mexican restaurant in Burnaby is expanding on several fronts this week.
Chipotle operates a restaurant out of Metropolis at Metrotown mall and this week is adding to its menu.
One item added to its menu is to celebrate its return to the metaverse, with the launch of the first-ever menu item inspired by Roblox. The result of a Twitter poll led to the Chipotle Burrito Builder Burrito, featuring white rice, black beans, chicken, fresh tomato salsa, tomatillo red-chili salsa, sour cream, cheese, lettuce, and guac. This will be the first real-world menu item created by the metaverse community for a national restaurant brand and Chipotle's first pre-configured digital entrée. Starting April 7, the new menu item will be available on the Chipotle app and Chipotle.com for a limited time. Guests in Canada will be able to order the Chipotle Burrito Builder Burrito on the Chipotle app and Chipotle.ca.
In another first, Chipotle will become the first restaurant brand to enable its loyalty members to exchange Rewards points for a Roblox Gift Card, starting April 7.
Chipotle Mexican Grill also announced it is launching Chipotle Burrito Builder on Roblox, a new simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks, the brand's in-experience currency on Roblox, starting on April 7, National Burrito Day. The first 100,000 Roblox players to successfully roll a burrito will earn enough Burrito Bucks to exchange them for an entrée code that can be used on the Chipotle app, Chipotle.com, or Chipotle.ca.
Chipotle Burrito Builder is inspired by Chipotle fans on social media who have compared the complexities of rolling burritos to playing a video game. This marks the first time a brand has enabled Roblox players to earn and exchange a Roblox in-experience currency for real-world items, in this case, a burrito or other entrée from Chipotle. Through Chipotle Burrito Builder, Chipotle will also become the first national restaurant brand to serve virtual food on Roblox.
"We've tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito," said Chris Brandt, Chief Marketing Officer, in a statement. "We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."
