Chipotle Spices Up Cinco de Mayo with Roblox Trading Card Game
Chipotle is celebrating Cinco de Mayo with a new interactive experience on Roblox called Ingredient Quest. Players can collect virtual trading cards representing Chipotle ingredients within the existing Burrito Builder game.
Starting May 5th, players can hunt for 53 unique virtual cards. The first 50,000 players to complete their collection will win a free Chipotle entree. Players earn in-game currency through Burrito Builder to exchange for packs of five cards. Five starter cards are provided, and eight additional cards are hidden within the Roblox world for a scavenger hunt element.
This promotion also includes free delivery from May 1st to May 5th using the code "Deliver" on the Chipotle app or website.
Ingredient Quest Aims to Engage Gen Z and Boost Sales
Chipotle sees Ingredient Quest as its biggest Cinco de Mayo promotion yet. The brand aims to engage Gen Z and Gen Alpha audiences on Roblox, a popular platform for these demographics. The game also educates players about Chipotle's "real food" ingredients.
This initiative follows Chipotle CEO Scott Boatwright's announcement of increased marketing spend during the summer months. This focus on marketing aims to address recent declines in same-store sales, which dipped 0.4% in Q1 2025, the first drop since 2020.
Chipotle continues to leverage Roblox for marketing, previously using the platform for new product launches and advertising campaigns. Ingredient Quest taps into the current trading card craze, mimicking the excitement of "pulling" rare cards and sharing the experience online.
