Marketing

Chipotle teams up with TikTok to find royal fans

Provided

November 18, 2020

Chipotle Mexican Grill has launched Chipotle Royalty, a competition on TikTok that challenges fans to prove why their orders are the best among millions of possible combinations. Starring super-fan and digital star, David Dobrik, the competition will give three winners the chance to have their go-to bowl, burrito, salad or taco order featured as an official menu item on the Chipotle app and Chipotle.com for a limited time. Each winning fan will also score $10,000 in cash, according to a company press release.

To enter, fans must post a creative TikTok video explaining why their Chipotle order is superior, using #ChipotleRoyalty and #contest. The contest period begins Wednesday and ends at 11:59 p.m. PT Thursday. Dobrik and Chipotle Executive Chef Chad Brauze will review entries, judging on creativity and flavor combinations, and commenting on the winners' posts on Nov. 20. The winning menu items will be included in the featured section of the Chipotle app and Chipotle.com starting Dec. 1 and available through the end of 2020.

"With more than four million possible menu item combinations, Chipotle fans are extremely passionate about their individual orders," CMO Chris Brandt said in the release. "Our fans are as unique as their orders and we look forward to hearing their stories and immortalizing a few of them as Chipotle Royalty."

Joining the royal family

Dobrik was the first celebrity to have his order, the Dobrik Burrito, featured as an official menu item on the Chipotle app and Chipotle.com on National Burrito Day in 2019. Over the past two years, Chipotle has teamed up with a variety of sports stars and wellness influencers for customized menu items. Chipotle Royalty marks the first time the brand is giving all fans the chance to have their go-to menu item featured on its digital ordering channels.