Marketing

Chipotle's Boorito going digital

Provided

October 15, 2020

Chipotle Mexican Grill's annual Halloween celebration, Boorito, is entirely digital this year, giving fans a chance to virtually trick-or-treat for half a million BOGO codes via text. Despite Halloween traditions being disrupted across the country, Chipotle is bringing back the promo for its 20th year, CMO Chris Brandt said in a company press release.

"Over the years, Boorito has become a mainstay for Chipotle and while we can't have our usual in-person event, canceling completely was never an option for us," he said.

The chain will drop 500,000 BOGOs via TikTok, Twitter and Instagram from Oct. 29 to Oct 31. To claim their BOGOs, customers must text the valid keyword found in various marketing promotions to 888-222 before the virtual House of BOGOs runs dry. The BOGOs will only be redeemable via the Chipotle app or Chipotle.com on Halloween, Oct. 31.

The History of Boorito
In 2000, Chipotle first celebrated Boorito with a burrito-themed costume contest at its restaurants on Halloween. For the following years, customers who showed up at Chipotle locations dressed in any costume on Halloween received discounted entrees.

Chipotle Mexican Grill has over 2,650 restaurants.