![]() ![]() Starting September 14, Garlic Guajillo Steak will be available alongside all permanent menu items for in-restaurant, online, mobile, and delivery orders in the U.S. “Garlic Guajillo Steak pairs the familiar craveability of garlic with the allure of guajillo into an awesome protein with a slight kick.” “We’re listening to our guests’ requests for intriguing new flavors,” said Nevielle Panthaky, vice president of culinary, in a statement. The first 25,000 Roblox users who finish the Chipotle Grill Simulator will earn a free entrée code that can be used on the Chipotle app, or Chipotle.ca to try Garlic Guajillo Steak in real life. Users who successfully complete the experience will earn virtual Burrito Bucks and can unlock new exclusive virtual items. A flavor aura will appear, highlighting Garlic Guajillo Steak’s dynamic flavor profile. After successfully preparing Garlic Guajillo Steak, users will be able to virtually taste the menu innovation with Chipotle’s iconic black fork. Users will then race against the clock to cut as many steaks as they can into tender strips.įinally, chefs in training will need to mix the savory protein with lime and cilantro until they fill the progress bar. The experience starts at the plancha where visitors will need to perfectly grill and season as many steaks as they can before time runs out. Users are teleported into Chipotle’s kitchen to cook Garlic Guajillo Steak. Roblox users meet Chef Nevielle and select from a variety of Chipotle uniforms. How It Works: Chipotle Grill Simulator Your meal in the metaverse.Ĭhipotle Grill Simulator is a new experience located within Chipotle’s Burrito Builder world. Users who complete the game will earn Burrito Bucks2, the brand’s in-experience currency, and can unlock new exclusive virtual items inspired by Garlic Guajillo Steak, including Chipotle’s iconic Chef Coat, the Nom Nom Aura, and a Gwaa-hee-oh Tee. We started working on things in Halloween in 2021 on an immersive Chipotle experience.” He added, “We have a number of team members have young kids and they were on Roblox. “Our team saw Roblox has so many daily active users already, it has amazing scale, and it just kept popping up in our conversations.” “We looked at the metaverse as just an opportunity to explore the other part of this brand that we love is our desire to be innovative and to try new things,” Brandt said. and Canada on the Chipotle app, and Chipotle.ca. The free entrée codes can only be accessed by Chipotle Rewards members in the U.S. On September 13 and 14, Chipotle will drop 25,000 free entrée codes at 7 a.m. “We view it as a social platform that is more immersive, and we use it to drive social engagement.” Cook To earn Follow the chef’s instructions.Ĭhipotle is also giving users who successfully cook and taste Garlic Guajillo Steak on Roblox a chance to try the new menu innovation IRL for free. “It’s clearly an experimental space for us, and so far, so good,” Brandt said. ![]() Millions of people have engaged with Chipotle’s efforts in Roblox so far. And because we’re a real restaurant with real ingredients, and classic culinary techniques, we want to show up in places that are different.” A lot of people in our categories are reheating things. “Chipotle is different from most people in our category. That is one of the things when kind of the new marketing team showed up in 2018, that we made sure we wanted to be more visible, we wanted to be more relevant, and we wanted to be more loved,” said Chris Brandt, chief marketing officer at Chipotle, in a recent interview with GamesBeat. ![]() The fun, in-depth introduction to Garlic Guajillo Steak in the metaverse is designed to educate guests on Garlic Guajillo Steak’s various cooking techniques and flavor profiles thereby enhancing their experience when trying the new menu item IRL.Ĭhipotle has been at this kind of thing for a while. Why The Metaverse? Is meat good in the metaverse? So brands like Chipotle have a lot at stake in the metaverse. Yet McKinsey forecasts that the metaverse will have a value of $5 trillion by 2030. If they perceive that a brand is not authentic, they won’t return. While Roblox has 55 million daily active users, the tastes of the gamers don’t always synchronize with how brands see things. Users grill Garlic Guajillo Steak following Chipotle’s exact culinary process and then virtually taste the new menu item’s robust flavors. The new Chipotle Grill Simulator on Roblox featuring Chipotle’s head chef Nevielle Panthaky guides Roblox users through the authentic cooking techniques and unique framework of ingredients required to make Garlic Guajillo Steak. ![]()
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