In a sign that things have truly returned to as normal as they will ever be, Chipotle said Tuesday that Boorito is back in stores for the first time since 2019.
The Halloween promotion that allows Rewards members to win a discounted entrée by wearing their costumes in restaurants on Oct. 31 (from 3 p.m. local time to close) was first launched 22 years ago, and it has been a hit ever since. Chipotle even made a little trailer to remind people how it works.
But the pandemic put the in-restaurant part of the promotion on hold for two years. Instead, Chipotle turned to Web3—or at least to Roblox—and TikTok in an attempt to create digital versions of the promotion.
In 2021, there were reports that workers were overwhelmed and that the app crashed, in part because of the popularity of what was then a $5 burrito offer, though company officials at the time said the problems were not widespread.
This year, however, inflation also takes its toll. The promotion includes the offer of a burrito (or other entrée) for $6.
In addition, fans can also participate in a “BooReal” sweepstakes on the social media platform BeReal to earn prizes like free burritos for a year. Guests can post photos in costume at a Chipotle with the hashtag #booritosweepstakes and share to Instagram Stories by tagging @chipotle, or send an email to sweepstakes@chipotle.com with “BooReal Sweepstakes” in the subject line.
And fans with the Cash App can win up to $5,000 by signing up for Chipotle Rewards, following @chipotletweets, and dropping their $cashtag with #ChipotleBoorito as a reply to Chipotle’s tweet announcing each giveaway. They are scheduled for Oct. 13, 20, 25 or 27. Chipotle will give away $5,000 for the first three days, and a total of $10,000 on Oct. 27.
“Boorito is all about having fun with your friends and enjoying real food in our restaurants,” said Chris Brandt, Chipotle’s chief marketing officer, in a statement. “After two years of celebrating virtually, we’re leveling up the in-person experience with fun activations on social that will help bring fans together on Halloween.”
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