Marketing

Boorito is back at Chipotle

Photo: Chipotle

October 8, 2024

Chipotle Mexican Grill's Halloween tradition of giving discounts to loyalty members dressed in costumes on Halloween — Boorito — is back. Chipotle Rewards members in North America will be treated to a $6, and European guests will have a €7 entree after 3 p.m. on Oct. 31. Although Boorito started in 2000, this is the first year that locations in Europe will participate.

"As an annual tradition for our fans, we are always looking for ways to level up our Halloween celebration," Chris Brandt, chief brand officer, said in a company press release. "By extending hours on college campuses and expanding the festivities across two continents for the first time, Boorito will be bigger than ever."

Boorito After Hours: Late-night dining for college towns

In response to Gen Z's late-night cravings, select Chipotle locations in college towns across the U.S. will remain open until midnight on Halloween.

A fork, burrito, cup, napkin and to-go bag walk into Chipotle

Chipotle kicked off the spooky season with its first-ever costume collection in collaboration with Spirit Halloween, North America's largest Halloween retailer. The brand teamed up with Spirit Halloween to create five costumes inspired by popular memes on both brands' social channels. The collection features a Chipotle napkin, fork, water cup, burrito and to-go bag, available exclusively at SpiritHalloween.com and select Spirit Halloween retail locations while supplies last.