Chipotle Mexican Grill (NYSE: CMG) revealed Tuesday that it is set to re-enter the metaverse by launching Chipotle Burrito Builder on Roblox, which will ultimately allow players to earn burrito bucks. Starting April 7, which is also National Burrito Day, will be launching the new simulation experience.
“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,” says Chris Brandt, Chief Marketing Officer. “We’re blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level.”
The Chipotle Burrito Builder was prompted by the chain’s fans that have compared the difficulty of rolling burritos to playing a video game. The novelty signifies the first time a company has allowed Roblox players to make Roblox currency for a real-world item. In this case, users will be able to pay for a burrito or other entree from Chipotle with Roblox currency.
Chipotle stated that the Roblox Burrito Builder “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.”