Marketing
Photo: Chipotle
April 29, 2025
Chipotle Mexican Grill is celebrating Cinco de Mayo with an immersive digital gaming experience, “Ingredient Quest,” launching May 5 in the Burrito Builder experience on Roblox. It challenges users to collect virtual cards featuring Chipotle’s 53 ingredients for the opportunity to win free burritos.
“Our fans love to celebrate Cinco de Mayo with our real ingredients,” Chris Brandt, Chipotle chief brand officer, said in a company press release. “This year, we’re giving the Roblox community the opportunity to compete for free Chipotle and learn more about what makes our brand unique along the way.”
How It Works
- Roblox users will meet an employee inside Chipotle’s virtual restaurant in the Burrito Builder experience.
- Users will get a starter pack of five unique ingredient cards to begin the Ingredient Quest experience.
- The goal of Ingredient Quest is to collect all 53 ingredient cards.
- Users must roll burritos in Burrito Builder to earn Burrito Bucks,4 which can be redeemed for ingredient card packs. Each card pack contains five cards, and 40 ingredient cards are available in card packs.
- The remaining eight ingredient cards are hidden throughout Chipotle’s Burrito Builder experience in a virtual scavenger hunt.
- The first 50,000 users to collect all 53 unique ingredient cards will unlock a free entrée offer.
5 days of real food
In honor of Cinco de Mayo, Chipotle is giving fans five days of “real food” offers.
- From May 1 through May 5, guests may score free delivery using promo code DELIVER.
- From May 3 through May 5, Chipotle is offering free chips and Queso Blanco with promo code CINCO25.
- Both offers are valid exclusively on the Chipotle app, Chipotle.com and Chipotle.ca. Plus, 50,000 users will score free burritos through Ingredient Ques on Roblox.
