Chipotle Offers Boorito Promotion For Halloween, But There’s A Catch

Chipotle Mexican Grill (CMG) is holding its annual Boorito promotion, but due to the coronavirus, there is a 2020 twist.

The Mexican restaurant will hold the Boorito contest completely digitally for the first time as Halloween celebrations have been halted because of the pandemic. The Centers for Disease Control and Prevention has said that trick-or-treating and costume parties are high-risk activities for spreading the coronavirus.

Now in its 20th year, Boorito will offer customers buy-one-get-one-free entrees with a code via text. The promotion will give away half a million entrée codes via TikTok, Twitter, and Instagram from Oct. 29 to 31.

To claim a buy-one-get-one Boorito code, customers will need to text the valid keyword found on Chipotle’s social media channels to 888-222 before Chipotle runs out of codes. The codes will be redeemable via the Chipotle app or on the Chipotle website on Oct. 31.

The codes will only be offered while supplies last and are valued at up to $10, depending on entrée, Chipotle said. There is a limit to one code per person, and all customers need to be 13 or older.

“Over the years, Boorito has become a mainstay for Chipotle and while we can't have our usual in-person event, canceling completely was never an option for us,” Chris Brandt, chief marketing officer at Chipotle, said in a statement. “This year, we've introduced a virtual Boorito to help our fans celebrate and enjoy our real food from anywhere this Halloween.”

Chipotle first debuted the Boorito giveaway in 2000 as a costume contest on Halloween at its restaurants. The restaurant chain provided discounted entrees to customers who dressed in a costume and visited one of its locations.

Shares of Chipotle were trading at $1,338.05 as of 2:09 p.m. EDT, up $16.68 or 1.26%.