Chipotle Mexican Grill is launching Chipotle Burrito Builder on Roblox, a simulation experience that challenges players to roll burritos in the metaverse to earn Burrito Bucks, the brand's in-experience currency on Roblox1. Just in time for National Burrito Day, the first 100,000 Roblox players to successfully roll a burrito on Thursday will earn enough Burrito Bucks to exchange them for free entree codes redeemable via the chain's app, Chipotle.com, or Chipotle.ca2.

Chipotle Burrito Builder was inspired by Chipotle fans on social media who have compared the complexities of rolling burritos to playing a video game, CMO Chris Brandt said in a company press release. It goes live at 6:30 p.m. Thursday on roblox.com/chipotle.

"We've tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito," Brandt said. "We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."

Chipotle Burrito Builder will be '90s themed, paying homage to the Chipotle burrito that was born in 1993 and the company's first location in Denver, Colorado which opened that same year. The surrounding area is also inspired by the layout of the original restaurant's real neighborhood in Denver.

Roblox players will also have the chance to wear Chipotle '90s-inspired uniforms while rolling burritos and unlock new virtual items inspired by '90s fashion, including a Chipotle Guacman, Chipotle Foil Fanny Pack, Chipotle Cheese Frosted Tips, Chipotle Spoon Shades, Chipotle Pepper Choker, Chipotle Doodle Bandana, and Chipotle Pepper Tie Dye Shirt.

The chain is also launching a menu item inspired by Roblox after polling Roblox players on Twitter. The result was the Chipotle Burrito Builder Burrito, which has white rice, black beans, chicken, fresh tomato salsa, tomatillo red-chili salsa, sour cream, cheese, lettuce and guac, and is the first real-world menu item created by the metaverse community for a national restaurant brand, according to the release.

Chipotle will become the first restaurant brand to enable its loyalty members to exchange Rewards points for a Roblox Gift Card. Through the Chipotle Rewards Exchange on the Chipotle app and Chipotle.com, Chipotle's over 27 million rewards members in the U.S. will have the opportunity to exchange 100 Rewards points for a $5 Roblox Digital Gift Card with a value of 400 Robux. A total of 10,000 gift cards will be available through the Chipotle Rewards Exchange. Chipotle will also give away 1 million Robux to fans on Thursday via its Twitter account (www.twitter.com/ChipotleTweets).

How It Works: Chipotle Burrito Builder

Upon entering the experience, Roblox players will be teleported back to 1993 and guided through the entrance of the original Chipotle restaurant where they will meet a fellow Chipotle crew member who will ask them to use their burrito rolling skills to serve burritos to guests on National Burrito Day.

Players will pick their Chipotle uniform and can unlock additional '90s uniform options.

Next, players will go behind the burrito ingredient line. Customers will approach the counter and place their order via images of Chipotle ingredients. Players will need to drag and drop the correct ingredients into the tortilla situated at the bottom of the screen before the tortilla gets to the end of the line. Lastly, players will need to complete the customer's order by rolling the burrito using arrow keys before the burrito roller timer runs out. If the player doesn't build the full burrito order before the tortilla reaches the end of the line or they don't roll the burrito before the burrito roller time limit, it's game over. Players who successfully build and roll burritos will earn Burrito Bucks and can also unlock new virtual items.

The first 100,000 Roblox players who roll a burrito will earn enough Burrito Bucks to exchange them for a free entrée code.

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