HomeChipotle’s First Year In The Metaverse: Launched Chipotle Boorito Maze in Roblox

Chipotle’s First Year In The Metaverse: Launched Chipotle Boorito Maze in Roblox

Chipotle’s Boorito campaign demonstrated how food brands can reach wider audience by giving them immersive experience in the Metaverse.

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Updated: March 26, 2023
Chipotle Boorito Maze in Roblox

In today’s fast-paced digital world, marketing campaigns must constantly evolve to stay relevant and effective.

Chipotle Mexican Grill, a popular fast-casual restaurant chain, debuted in the Metaverse on Roblox with the Chipotle Boorito Maze, a Halloween-themed virtual restaurant.

It’s a virtual space where users can interact with each other and digital content. Since then, the brand has launched two additional activations in Roblox. 

The Campaign–to Drive More Foot Traffic to Its Physical Locations While Engaging With Younger Customers

Chipotle’s Metaverse campaign was the brainchild of Chris Brandt, the company’s CMO.

Chipotle’s team came up with the idea of launching a burrito maze on Roblox, a popular online multiplayer game.

The Chipotle Boorito Maze was a Halloween-themed virtual restaurant that marked the first time any restaurant found a branded activation on Roblox.

Chipotle’s chief marketing officer Chris Brandt was initially nervous about the potential for the activation to be lame.

He emphasized that the important thing when entering a new space is to do it in precisely the right way and to do something that the brand is proud of.

The company also created limited-edition virtual goods that players could purchase with Robux (Roblox’s virtual currency), such as a Chipotle hoodie or a virtual burrito.

All proceeds from the sale of these items went to charity.

Chipotle’s ultimate goal was to drive more foot traffic to its physical locations.

As Brandt stated, “It’s not enough to just have cool branded content; we want to drive restaurant sales. That’s the ultimate goal.”

Therefore, the company incentivized players to visit a Chipotle restaurant by offering discounts and rewards through the game.

Other purposes of the campaign are:

  • Engage with Gen Z and Alpha.
  • Establish a legitimate presence in the Metaverse.
  • Create virtual experiences that are rich and engaging for their audiences.
Chipotle Boorito Maze in Roblox
Chipotle will be the first restaurant brand to open a virtual location on Roblox when the Chipotle Boorito Maze experience goes live at 3:30 pm PT/6:30 pm ET on October 28.

How Does This Differ From Other Campaigns in the Metaverse?

Chipotle has a history of creating successful campaigns that engage with its audience.

For example, the brand launched its “Cultivating Thought” campaign in 2014, featuring original essays from authors printed on its packaging.

The campaign aimed to give customers something to read while eating. Also, to establish Chipotle as a brand that cares about its customers.

The Chipotle Boorito maze campaign in the Metaverse differs from other campaigns the company has done in the past in that it aimed to engage with a younger audience in a new and unfamiliar virtual space.

The campaign had to be executed in exactly the right way to avoid appearing lame to the Roblox community.

By partnering with Roblox, Chipotle was able to tap into a massive and growing community of gamers, who are notoriously hard to reach through traditional advertising methods.

It allowed Chipotle to introduce its brand and products to a whole new generation of consumers in a fun and engaging way.

Instead of just promoting its products, Chipotle created virtual worlds where players could engage with its brand. Also, engage in products more effectively and meaningfully.

By allowing players to build their burritos, explore virtual restaurants, and compete in mazes, Chipotle created a deep connection with its audience.

It also made shareable and viral content that was spread in social media channels reaching a wider audience, unlike traditional advertisement.

Check out Genifa exploring Chipotle Boorito Maze in Roblox

How Did the Campaign Perform?

The campaign was a huge success, exceeding Chipotle’s expectations. 

According to marketing analysis, Chipotle’s Boorito campaign was successful for several reasons:

  • The campaign targeted a younger demographic that spends more time online, which led to increased brand awareness and engagement.
  • The virtual restaurant provided a unique and interactive experience. It allowed users to engage with the brand in a fun and memorable way.
  • The limited-edition virtual goods create a sense of exclusivity and urgency, which drove sales and charitable donations.
  • The discounts and rewards offered through the game incentivized users to visit physical locations, driving more sales.

Overall, the campaign generated positive buzz for Chipotle and helped the company innovatively reach a new audience. As Brandt stated, “It was a big risk, but the rewards were worth it.”

Chipotle Boorito Maze in Roblox

What Could Chipotle Learn From Other Campaigns in the Metaverse?

Chipotle’s Roblox campaigns were a great success, both in terms of marketing goals and brand awareness.

By leveraging the Metaverse, Chipotle created unique and immersive experiences that resonated with a younger and more tech-savvy audience.

The campaigns generated buzz, increased awareness, and drove sales while staying true to the brand’s values and identity.

Chipotle reached its first year in the Metaverse; it already had its previous campaign in partnership with Snapchat in creating an augmented reality lens.

Its Lifestyle Bowls will inspire and encourage fans to embrace wellness habits.

However, Chipotle could also learn more from other brand campaigns in the Metaverse, such as Tommy Hilfiger, Ralph Lauren, FIFA, Vans, and Nike.

These brands successfully created an immersive experience and game in Roblox, reaching a younger audience.

Or from Cheetos, a Pepsico product that launched Chesterville, a Halloween-themed digital world where players could explore a virtual neighborhood, interact with Cheetos products, and participate in mini-games.

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