Chipotle Debuts New Roblox Game With a Chance to Win Free Burritos

Chipotle Mexican Grill has launched a new interactive game on Roblox called Ingredient Quest, giving players the chance to win real-life rewards—including more than $1 million worth of free burritos—in celebration of Cinco de Mayo. The game, which debuted on April 29, 2025, marks the brand’s latest effort to blend digital gaming with physical incentives, further expanding its presence in the metaverse.

Set in a vibrant, virtual version of Chipotle’s kitchen, Ingredient Quest invites Roblox users to explore and gather fresh ingredients used in Chipotle's menu. The immersive gameplay allows players to harvest cilantro, chop tomatoes, and even prepare virtual guacamole—all while learning about the sourcing and preparation process of real Chipotle food. The game also features time-based challenges and unique quests that unlock digital items and real-world perks.

One of the game’s biggest draws is the chance to win free burritos. Chipotle is offering more than $1 million in burrito codes to participating players. Every day through May 5, thousands of users can claim a code after completing specific in-game tasks. Winners can redeem their codes at physical Chipotle locations across the United States.

“We’re celebrating Cinco de Mayo by giving fans a fun and educational experience that bridges the physical and digital worlds,” said Chris Brandt, Chief Brand Officer of Chipotle. “Ingredient Quest on Roblox allows users to learn more about our real ingredients while also rewarding them with real food.”

The campaign also serves as a continuation of Chipotle’s ongoing digital strategy, which has previously included multiple successful Roblox experiences. In past events, Chipotle has offered virtual costumes, limited-time items, and other in-game bonuses. The company reports that its previous Roblox events have generated millions of visits and significant brand engagement, particularly among Gen Z and younger users.

To participate in Ingredient Quest, users need a Roblox account and must access the game through the Roblox platform. Players will enter Chipotle’s virtual world, complete food-prep missions, and unlock a daily burrito giveaway by reaching certain milestones. Chipotle notes that the game is designed to reflect the brand’s emphasis on high-quality ingredients and transparency in sourcing.

Gaming and food culture have increasingly overlapped in recent years, and Chipotle is one of the few restaurant brands to fully embrace the potential of the metaverse. This latest event not only promotes customer engagement but also offers a new way to educate people about where their food comes from—while offering free food as a bonus.

As Cinco de Mayo approaches, Chipotle is expected to see a surge in both virtual and real-world foot traffic. With Ingredient Quest, the brand is betting on its ability to turn virtual burrito builders into real-world burrito lovers.