To celebrate the return of its Boorito promotion Oct. 31, Chipotle is extending restaurant operating hours to midnight in 53 college town markets.
Chipotle is bringing back its signature Boorito promotion with a $6 digital entrée offer from 3 p.m. to close on Oct. 31 for Rewards members. And, for the first time ever, Chipotle is extending its operating hours until midnight in select college towns.
According to a company release, Chipotle has experienced a 30% increase in transactions after 8 p.m. on Halloween, and 81% of 18-to-26-year-olds surveyed reported they want Chipotle to stay open until midnight. Fifty-three restaurants will extend their hours on Halloween for the promotion, and they are listed online here.
Late-night business isn’t just impacting Chipotle. As we’ve covered extensively here and here, the daypart is recovering – and in some instances surpassing – pre-pandemic traffic. Just this week, for instance, Pizza Hut announced it was extending its hours at “thousands” of restaurants, while White Castle launched a “Night Castle” merch promotion.
Interestingly, Placer.ai data emailed to Nation’s Restaurant News finds that late night now generates the most visits at Taco Bell, surpassing lunch in the past four years. In August 2019, the time-of-day distribution for visits from 11 a.m. to 2 p.m. at the chain was 28.4%, versus 21.8% from 8 p.m. to midnight. Now, the 11 a.m. to 2 p.m. daypart generates 25.3% of visits to the chain, and 8 p.m. to midnight generates 25.5%.
In addition to extending hours to some restaurants, this year’s Boorito promotion will also feature the chain’s debut of Tabasco Scorpion Sauce. The first 100 digital orders placed between 10 p.m. local time and midnight at each of the 53 locations open late will receive an exclusive bottle of the sauce, which is made with one of the most intense peppers, according to the company.
Chipotle's Boorito promotion began in 2000 with a burrito-themed costume contest on Halloween. In subsequent years, guests in costume on Halloween were treated to discounted entrées at Chipotle restaurants.
"Boorito has become a mainstay for Chipotle. This year, our digital offer makes it even easier for fans to fuel their Halloween celebrations with real food," Chris Brandt, chief brand officer, said in a statement.
To redeem the $6 entrée offer, Rewards members must use the “Boorito” promo code when ordering digitally on Oct. 31 from 3 p.m. until closing. The offer is exclusive to digital orders on the Chipotle app and Chipotle.com, and is limited to one entrée per transaction.
Contact Alicia Kelso at [email protected]
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