To celebrate National Burrito Day on April 4, Chipotle launched the "Burrito Vault" — a new interactive mobile game that gave players the chance to win more than $1 million worth of its world-famous burritos.
The rules of the game were simple, and may strike a chord among gamers like myself who fancy daily Wordle puzzles.
View this post on Instagram
Chipotle fans that played the game on Tuesday and Wednesday were allowed four attempts a day to guess special order combinations to win.
The catch? There are over 1.34 billion possible order combinations, due to the fast-food chain's versatile menu consisting of 53 fresh ingredients.
What's in It For the Winners?
The first 50,000 players that got the vault code right were offered exclusive buy-one-get-one codes via text, which they could use for purchases made on National Burrito Day.
Players that properly guessed the vault code were also entered into a sweepstakes, where 53 chosen Chipotle fans will be selected to win free burritos all year long.
"We are launching Burrito Vault ahead of one of our most popular Chipotdays, National Burrito Day, giving players multiple opportunities to play and win," Chipotle Chief Brand Officer Chris Brandt said in a press release.
"Burrito Vault is inspired by the popularity of word puzzles, which have swept the nation and become a daily ritual for so many of our fans and team members."
View this post on Instagram
The restaurant chain's Burrito Day celebrations don't end there.
Bouncing off the hype from the holiday, Chipotle also extended its $0 delivery fee for all Chipotle Rewards members that placed their orders through the website or app on April 4.
The restaurant chain, known for its Mexican food offerings, is no stranger to wacky yet inventive campaigns.
Last year, it became the first-ever restaurant to release a menu item in the Metaverse, venturing into digital platforms to win over the Gen Z and millennial audience.
Editing by Katherine 'Makkie' Maclang