Chipotle and Roblox Team Up in an Unexpected Partnership

🔥 Headlines of the Week

• Slate just came out of nowhere, but it might be America’s new favorite startup.

• Video has worked, is working, and will continue to work best for digital advertisers. In fact, it’s expected to hit $72.4 billion in ad spend this year.

• Chipotle partners with Roblox.

🌯🕹️ Chipotle and… Roblox?

Chipotle just launched a new Roblox game called “Ingredient Quest” for Cinco de Mayo.

Players collect virtual trading cards that represent real Chipotle ingredients, and the first 50,000 to complete the set get a free burrito.

Yeah… gamified Mexican food.

Here’s why this works so well:

• Gamification = sticky. People stay longer, engage deeper.

• Trading cards? Total nostalgia play. Feels fun, not forced.

• It’s a clever bridge between the virtual world and in-store traffic.

This kind of thing won’t work for every brand, but Chipotle knows their audience: younger, digital-native, and down for a little fun if it means free food.

If you’re marketing to Gen Z and not experimenting in their playgrounds (like Roblox), you’re probably leaving attention on the table.

Marketing takeaway? Don’t just show up. Create experiences people want to participate in.