NEWPORT BEACH, Calif. — Chipotle Mexican Grill has announced the return of “Boorito,” the brand’s annual Halloween tradition, with a national $6 digital entrée offer from 3 p.m. local time to close on Oct. 31 for Chipotle Rewards members. For the first time ever, the brand is extending its operating hours until midnight in select college towns on Halloween, giving customers in these select locations more time to enjoy the digital Boorito offer.
Chipotle is evolving its 23-year Boorito tradition by embracing the late-night dining preferences of Gen Z who like the convenience of craveable food when and where they want it. Over the past two years, Chipotle has seen a 30 percent increase in transactions after 8 p.m. on Halloween and 81 percent of 18- to 26-year-olds surveyed reported wanting to see Chipotle open until midnight.
For the first time ever, Chipotle is extending the Boorito tradition late night in select college towns. On Halloween, 53 Chipotle restaurants in popular college towns will remain open until midnight to nourish late-night cravings, with the $6 digital entrée offer extended until midnight local time. The 53 participating restaurants are among the college towns that eat the most Chipotle and represent the number of real ingredients on the restaurant’s permanent menu. See participating restaurants at https://Chipotle.com/Boorito-After-Hours.
Chipotle is also turning up the heat on digital orders after hours. The first 100 digital orders placed between 10 p.m. local time and midnight at each of the 53 locations open late will receive an exclusive bottle of Tabasco® Brand Scorpion Sauce, the spookiest hot sauce made with one of the world’s most intense peppers — the Scorpion. Tabasco Scorpion Sauce is making its debut at Chipotle for one night only on the most frightening night of the year, the company added.
Chipotle’s Boorito tradition first emerged in 2000 with a burrito-themed costume contest on Halloween. In subsequent years, guests in costume on Halloween were treated to discounted entrées at Chipotle restaurants. Boorito was a well-established tradition by the millennial generation’s college years. As Gen Z occupies campuses today, Chipotle is adapting its annual celebration to resonate with this generation by offering extended hours and a digital Boorito offer.
“Boorito has become a mainstay for Chipotle,” said Chris Brandt, Chipotle chief brand officer. “This year, our digital offer makes it even easier for fans to fuel their Halloween celebrations with real food.”