- Charlotte Edwards, Senior Technology and Science Reporter
- 14:44 ET, Apr 6 2022
- Updated: 15:39 ET, Apr 6 2022
CHIPOTLE is entering the metaverse and encouraging Roblox players to roll virtual burritos they can’t eat.
Although a virtual burrito is pretty useless, some lucky users will be able to exchange their virtual labor for real life food.
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The Mexican food chain has announced a Chipotle Burrito Builder experience that will let metaverse users roll their own burritos.
It’s also revealed a behind the scenes look at the pixelated ‘food’ and a ‘90s themed restaurant that pays homepage to the first ever Chipotle.
You’ll need to set up a Roblox account if you want to get involved in the simulation.
Successfully rolling a metaverse burrito can earn Burrito Bucks.
This virtual money can then be used in exchange for a real burrito.
The event starts on April 7, which happens to be National Burrito Day.
Only the first 100,000 Roblox players who roll a successful virtual burrito can earn the real life food.
Any virtual bucks won can then be exchanged for an entrée code that can be used to buy a food item on the Chipotle app or website.
This is the first time a brand is letting Roblox currency be exchanged for a non-virtual item.
Chris Brandt, Chief Marketing Officer, said: “We’ve tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito.
“We’re blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level.”
The burrito challenge may sound like fun but big tech brands think a lot of us could be living and working in the metaverse one day.
Meta CEO Mark Zuckerberg has previously expressed this view.
Zuckerberg told tech podcaster Lex Fridman: “A lot of people think that the metaverse is about a place, but one definition of this is it’s about a time when basically immersive digital worlds become the primary way that we live our lives and spend our time.”
He added: “I think that’s a reasonable construct.”
Roblox users can also try their hand at delivering burritos one they’re done making them.
You can access the Chipotle Burrito Builder on April 7 at 6:30pm ET (3:30pm PT).
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GOING HUNGRY Charlotte Edwards, Senior Technology and Science Reporter14:44 ET, Apr 6 2022Updated: 15:39 ET, Apr 6 2022CHIPOTLE is entering the metaverse and encouraging Roblox players to roll virtual burritos they can’t eat. Although a virtual burrito is pretty useless, some lucky users will be able to exchange their virtual labor for real life food. 3Chipotle looks a bit different in the metaverseCredit: Chipotle Mexican Grill, Inc./Roblox 3Your first metaverse ‘job’ could be making burritosCredit: Chipotle Mexican Grill, Inc./Roblox The Mexican food chain has announced a Chipotle Burrito Builder experience that will let metaverse users roll their own burritos. It’s also revealed a behind the scenes look at the pixelated ‘food’ and a ‘90s themed restaurant that pays homepage to the first ever Chipotle. You’ll need to set up a Roblox account if you want to get involved in the simulation. Successfully rolling a metaverse burrito can earn Burrito Bucks. This virtual money can then be used in exchange for a real burrito. The event starts on April 7, which happens to be National Burrito Day. Only the first 100,000 Roblox players who roll a successful virtual burrito can earn the real life food. Any virtual bucks won can then be exchanged for an entrée code that can be used to buy a food item on the Chipotle app or website. This is the first time a brand is letting Roblox currency be exchanged for a non-virtual item. Chris Brandt, Chief Marketing Officer, said: “We’ve tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito. “We’re blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level.” The burrito challenge may sound like fun but big tech brands think a lot of us could be living and working in the metaverse one day. Meta CEO Mark Zuckerberg has previously expressed this view. Zuckerberg told tech podcaster Lex Fridman: “A lot of people think that the metaverse is about a place, but one definition of this is it’s about a time when basically immersive digital worlds become the primary way that we live our lives and spend our time.” He added: “I think that’s a reasonable construct.” Roblox users can also try their hand at delivering burritos one they’re done making them. You can access the Chipotle Burrito Builder on April 7 at 6:30pm ET (3:30pm PT). 3Chipotle has given a preview of its metaverse restaurant, which is based on its original Denver locationCredit: Chipotle Mexican Grill, Inc./Roblox We pay for your stories!Do you have a story for The US Sun team?