Chipotle Mexican Grill: Roblox boorito

Chipotle, the US Mexican restaurant chain, introduced a new generation to a legacy promotion by entering the metaverse, resulting in over 8m plays of an online game and more than 4.6bn PR impressions.

Since 2000, Chipotle fans have anticipated the brand's annual Boorito tradition, where customers come to the restaurant in costume to receive a discount.

But over the years, and especially in the wake of Covid, awareness of the tradition declined, with...

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