Marketing

Chipotle meeting Gen Z needs with later hours on Halloween

Photo: Chipotle

October 18, 2023

Chipotle Mexican Grill's Halloween tradition, Boorito, is back with a national $6 digital entree offer for its rewards members. The deal is available on Halloween from 3 p.m. to close, which means midnight at restaurants in 53 college towns as the chain embraces the late-night dining preferences of Gen Z. Over the past two years, Chipotle has seen a 30% increase in transactions after 8 p.m. on Halloween and 81% of 18- to 26-year-olds surveyed said they wanted to see Chipotle open until midnight, said Chief Brand Officer Chris Brandt.

"This year, our digital offer makes it even easier for fans to fuel their Halloween celebrations with real food," he said in a company press release.

The evolution of Boorito
Chipotle's Boorito tradition first emerged in 2000 with a burrito-themed costume contest on Halloween. In subsequent years, guests in costume on Halloween were treated to discounted meals, which became a well-established tradition by the millennial generation's college years. As Gen Z occupies campuses today, Chipotle is adapting its annual celebration to resonate with this generation by offering extended hours and a digital Boorito offer, Brandt said.

It's not a trick
On Halloween, Chipotle Rewards members using promo code "BOORITO" when ordering digitally after 3 p.m. on Oct. may receive the $6 entree.

Chipotle is also turning up the heat on digital orders after hours. The first 100 digital orders placed between 10 p.m. local time and midnight at each of the 53 locations open late will receive a bottle of Tabasco Brand Scorpion Sauce made with one of the world's most intense peppers — the Trinidad Scorpion. The sauce is making its debut at Chipotle for one night only on Halloween.

Chipotle has over 3,250 restaurants.