Chipotle Mexican Grill is officially unveiling a new food offering on the popular Roblox immersive video game platform.
The quick-service retailer says it is the first restaurant retailer to introduce a meal, its new limited-time Garlic Guajillo Steak, in the metaverse. The new menu item is available through the Chipotle Grill Simulator experience on Roblox, as well as stores across the US and Canada.
In Chipotle’s virtual restaurant on Roblox, users grill Garlic Guajillo Steak following Chipotle’s culinary process and then virtually taste it. Users who successfully cook and taste Garlic Guajillo Steak will also receive a free digital entrée code that can be used to try the menu item in real life.
“By launching Garlic Guajillo Steak in the metaverse, we are able to share our culinary traditions and real food proposition with Gen Z,” said Chris Brandt, Chief Marketing Officer, Chipotle. “For the first time, fans can discover our latest menu innovation from our head chef with an immersive experience that blends the best of Chipotle’s digital and physical worlds.”
