Dive Brief:
- Chipotle Mexican Grill is giving away up to $1 million in free quesadillas as part of a digital scavenger hunt timed around National Quesadilla Day on Sept. 25, per details shared with Marketing Dive.
- For the effort, the chain is challenging consumers to find text-to-claim buy-one-get-one (BOGO) codes that it will dole out from its own account via Instagram and X (formerly Twitter) beginning Sept. 23. Additionally, three TikTok creators will each drop a text-to-claim code in their content for up to 10,000 consumers to receive the BOGO offer.
- Chipotle on Sept. 25 will also offer a total of up to 25,000 consumers a free quesadilla across DoorDash and Uber Eats for qualifying orders. The mobile-focused marketing stunt follows a series of similar plays by the chain and could boost consumer loyalty.
Dive Insight:
Chipotle is stepping up its marketing around National Quesadilla Day by dispersing up to $1 million in free quesadillas through a social-focused scavenger hunt and tie-ups with DoorDash and Uber Eats. The chain’s latest effort is inspired by DoorDash data indicating that chicken quesadillas were the second most ordered food item in 2023.
The chain beginning Sept. 23 will drop text-to-claim codes across its Instagram and X accounts for up to 21,000 consumers to find and redeem to receive a free quesadilla with the purchase of a regular-priced Chipotle entree. Additionally, TikTok creators and Chipotle fans Shari Dyonee, Dylan McArthur and Anthony Hernandez will each disperse text-to-claim codes within their content for up to 10,000 consumers to win a BOGO quesadilla.
With its choice of creators, Chipotle is also tapping into hype surrounding mukbangs, or live-streaming videos where creators consume food while interacting with their viewers, a trend the fast casual chain also channeled for a National Avocado Day effort in July. For that effort, the brand teamed with cosmetics brand Wonderskin for a “Lipotle” lip stain that was designed to be “burrito-proof.”
Also part of Chipotle’s National Quesadilla Day plans are tie-ups with DoorDash and Uber Eats. On Sept. 25, up to 15,000 DoorDash users and 10,000 Uber Eats users can receive a free quesadilla from Chipotle with a minimum order of $25 and $15, respectively. Together, the chain’s efforts could help it shore up stronger loyalty among digitally native consumers and help it collect valuable first-party data.
Chipotle is no stranger to going big for national “holidays” that are easily tied back to its brand. For National Burrito Day in April, the chain launched an interactive game called Burrito Vault to dole out over $1 million in free burritos. For the same holiday the year prior, it planned a promotion on X, then Twitter, that at the time earned the brand its second highest digital sales day of all time and its highest one-day volume on social media.
Beyond, the chain routinely taps into digital trends to engage its target audiences. In April, the chain announced a series of activations tied to its status as an official partner of fighting game Tekken 8. The chain in the past has also activated on Roblox to allow consumers to roll their own virtual burritos.
Chipotle in the second quarter reported 11.1% same-store sales growth, gains led in part by an 8.7% rise in comparable transactions.
