Marketing

Chipotle asks: Burritos or bitcoin?

Provided

March 30, 2021

Chipotle Mexican Grill is giving $100,000 in free burritos and $100,000 in bitcoin to celebrate National Burrito Day on April 1. This occasion makes Chipotle the first U.S. restaurant brand to offer a cryptocurrency giveaway to consumers, according to a company press release.

On National Burrito Day, Chipotle and Stefan Thomas, the founder and CEO of Coil, will launch an interactive game called "Burritos or Bitcoin." In a playful ode to Thomas's experience losing the login to his hard drive that stored $387 million in Bitcoin, Chipotle is encouraging fans to carry out a mock "chiptocurrency" rescue mission and crack the code on its digital wallet, Chipotle CMO Chris Brandt said in the release.

"National Burrito Day is a huge moment for Chipotle as our fans traditionally flock to our restaurants and digital platforms to order their favorites," he said. "We're always looking for unique ways to enhance the celebration, and this year, we're giving fans the opportunity to acquire two highly valuable assets: Burritos or Bitcoin."

How it works
Each player will have ten tries to guess a valid six-digit code for a chance to win a free burrito or up to $25,000 in bitcoin. If players are unsuccessful in their attempts and endure the same fate as Thomas, they may receive a special offer from Chipotle.

Fans may participate by visiting burritosorbitcoin.com on Thursday from 9 a.m. to 6 p.m. PT.

Prizes include: