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Chipotle to give $2 burritos to processed food-wearing patrons

October 6, 2010

Chipotle Mexican Grill has partnered with Jamie Oliver's Food Revolution for a $1 million fundraiser designed to highlight the horrors of eating processed food.

This Halloween, Oct. 31, patrons are invited to visit any Chipotle restaurant between 6 p.m. and closing time dressed as a “horrifying” processed food product, and Chipotle will drop the price of a burrito to $2.

Proceeds from the "Boorito 2010: The Horrors of Processed Food" program, up to $1 million, will benefit Jamie Oliver's Food Revolution.

"We have a long-standing tradition of rewarding our customers who dress up as their favorite Chipotle menu item with a free burrito on Halloween," said Steve Ells, founder, chairman and co-CEO of Chipotle, in a company statement. "It's always been a fun promotion, but we wanted to do more with it this year and use the opportunity to reinforce with our customers our belief in the importance of eating wholesome, unprocessed foods."

Ells's efforts are focused on Chipotle's ongoing quest to serve what he calls "Food with Integrity." It fits well with the mission of Oliver, who launched his highly visible Food Revolution campaign/show to get people cooking and eating fresh food.    

As part of its "Boorito 2010: The Horrors of Processed Food" program, Chipotle will also host an online costume contest, with a prize for the most horrifying processed food costume. To enter, customers can take a photo in their costumes at a Chipotle restaurant on Halloween and post it online at chipotle.com/boorito. One grand prize winner will receive $2,500, with five runners up getting $1,000 each. Twenty honorable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice.