Chipotle Mexican Grill is launching a new metaverse experience in Roblox which will allow players to roll digital burritos in exchange for the brand digital ‘Burrito Bucks’. These bucks can purchase entree codes on the chain’s digital platforms. This is the first time a brand has let an in-game earned currency generate real-life consumption according to Chipotle. Chipotle has been one of the early advocates for driving experiences in the metaverse and this is a returning partnership with Roblox hoping to target a new generation of consumers. Brands like Wendys and Pacsun are also making moves in the metaverse, but investors are cooling on Roblox at least as there are growing concerns as to what the end result will such efforts.
