Chipotle and Roblox drop new menu item in the Metaverse

Chipotle and Roblox rolled out garlic guajillo steak to menus in Chipotle’s U.S. and Canadian stores and in the Metaverse.
September 16, 2022 - Cynthia Chung

The Newport Beach, California-based restaurant chain Chipotle Mexican Grill became the first restaurant to drop a new menu item in the Roblox Metaverse.

The Garlic Guajillo Steak adds ‘an entirely new flavor profile’ to the menu. It features cuts of steak seasoned with garlic and guajillo peppers and garnished with hand-chopped fresh cilantro and lime. It was launched through the Chipotle Grill Simulator experience in Roblox and will be available in-real-life (IRL) at select Chipotle restaurants across the U.S. and Canada. 

Users can visit the Chipotle Grill Simulator on Roblox to learn cooking techniques and ingredients required to create the Garlic Guajillo Steak from Chipotle’s Vice President of Culinary Nevielle Panthaky. 

‘By launching Garlic Guajillo Steak in the metaverse, we are able to share our culinary traditions and real food proposition with Gen Z,’ said Chipotle CMO Chris Brandt.

The menu item came after Chipotle launched its successful Burrito Builder on Roblox in September 2021. Users were able to claim a free burrito by participating in the game. 

Photo: Chipotle/ Roblox


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