On April 29, 2025, Chipotle Mexican Grill announced a new immersive digital gaming experience called 'Ingredient Quest' within its 'Burrito Builder' experience on Roblox, launching on Cinco de Mayo. This game challenges users to collect virtual cards featuring Chipotle's 53 ingredients for a chance to win free burritos, with 50,000 prizes available.
The 'Ingredient Quest' is designed to educate Gen Z fans about the brand's real ingredients while offering real-world rewards. This initiative taps into the generation's interest in nostalgic collectibles and digital engagement, aiming to enhance brand connection and drive customer traffic.
In addition to the Roblox game, Chipotle is offering five days of promotions for Cinco de Mayo. From May 1 through May 5, guests can enjoy a $0 delivery fee, and from May 3 through May 5, the company is offering free chips and Queso Blanco with a promo code, both exclusively on the Chipotle app and website.
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