Chipotle launches Wordle-inspired digital game for fans to win free burritosChipotle launches Wordle-inspired digital game for fans to win free burritos

Joanna Fantozzi

Chipotle is continuing to lean into its digital gamification marketing strategy with the announcement of the new Burrito Vault Game, which gives customers the chance to win free burritos for a year.

The game is inspired by the popular digital word game, Wordle, and challenges fans to decipher two correct burrito order combinations, with four attempts each day on April 2 and 3. The first 50,000 players to guess the correct burrito orders will win a BOGO entrée code for April 4, and all winners will be automatically entered into Chipotle’s National Burrito Day sweepstakes on April 4, where 53 word puzzle winners will be selected to win free burritos for a year.

“We are launching Burrito Vault ahead of one of our most popular Chipotdays, National Burrito Day, giving players multiple opportunities to play and win,” Chris Brandt, Chipotle chief brand officer, said in a statement. “Burrito Vault is inspired by the popularity of word puzzles, which have swept the nation and become a daily ritual for so many of our fans and team members.” 

The marketing push behind the game is meant to showcase the versatility and personalization possibilities of Chipotle’s menu, which claims 1.34 billion possible burrito combinations from 53 ingredients.

Related:Chipotle brings back Chicken al Pastor

Chipotle began introducing gamification to its digital marketing strategy more than a decade ago. Most recently in 2021 and 2022, the company began tinkering with the possibilities of the metaverse with multiple Roblox games, including a build-your-own burrito simulator, which translated into free burrito coupons in real life. The burrito chain also created a crypto giveaway game in 2022, and has partnered with gaming platforms and videogame releases like Street Fighter last summer.

Chipotle is also celebrating National Burrito Day with a BOGO offer in partnership with Grubhub for orders over $20, as well as free delivery via the Chipotle app and website with the code DELIVER—both only available on April 4.

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