Canadian Pizza Magazine

Chipotle launches ‘Burrito Builder’ metaverse experience

By Canadian Pizza   

News Business and Operations Marketing

Image: Chipotle

Newport Beach, Calif. – Chipotle Mexican Grill recently launched its Chipotle Burrito Builder on Roblox, a new simulation experience that will challenge players to roll burritos in the metaverse to earn Burrito Bucks, the brand’s in-experience currency.

In the Burrito Builder experience, customers will approach the counter and place their order via images of Chipotle ingredients. Players will need to drag and drop the correct ingredients into the tortilla situated at the bottom of the screen before the tortilla gets to the end of the line. Lastly, players will need to complete the customer’s order by rolling the burrito using arrow keys before the burrito roller timer runs out.

“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,” said Chris Brandt, chief marketing officer.

The brand is also launching the Chipotle Boorito Maze on the platform, a 1990s-themed experience paying homage to the Chipotle burrito that was born in 1993 and the company’s first location in Denver, Colo.


You can see Chipotle Burrito Builder in action at

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