Chipotle has relaunched its Burrito Vault game ahead of National Burrito Day on Thursday, offering customers the chance to win free burritos. The interactive game, which debuted last year, requires players to guess the exact ingredient order of a Chipotle burrito.
Chipotle Rewards members in the United States and Canada can play the game from Monday via the website UnlockBurritoDay.com. The first 2,500 members each hour to correctly decipher the code will win a buy-one-get-one-free coupon. After all coupons are claimed, successful players will receive 25 reward points.
Chris Brandt, Chipotle's Chief Brand Officer, said the game drove record digital engagement last year, resulting in the chain's highest digital transaction day. This year, the correct combination will change every hour to increase the challenge.
The game's relaunch follows recent social media rumours that Chipotle was going bankrupt and closing locations. The chain denied the claims, attributing them to a false article confusing Chipotle with its former spinoff Farmesa Fresh Eatery, which closed in early 2024. The Spanish outlet that published the article later apologised.
