On October 22, 2025, Chipotle Mexican Grill announced the return of its Boorito Halloween tradition, a brand‑wide promotion that rewards Chipotle Rewards members who visit a restaurant in costume on October 31 with a $6 entrée offer. The promotion is available only on the day of the event, from 3:00 p.m. local time until closing, and requires the member to scan their Rewards card at checkout. The offer is limited to one discounted item per guest, is not valid for delivery or pickup orders, and excludes kid’s meals, catering, or third‑party platforms.
In addition to the $6 entrée, Chipotle is launching a Boorito Costume Contest on TikTok. From October 27 to November 2, participants who post a video of their Halloween costume using the hashtag #BooritoCostumeContest will be entered to win a VIP Card worth over $500 in free Chipotle. The contest is part of the broader “Chip‑or‑Treat” promotion, which also includes free guac, chips, and extra Rewards points for the month of October. The contest and the entrée offer together aim to increase foot traffic, drive digital engagement, and reinforce the brand’s nostalgic Halloween tradition.
The Boorito promotion is a significant marketing event for Chipotle because it leverages a long‑standing customer‑facing tradition to boost sales and loyalty program enrollment during a key seasonal period. By offering a low‑price entrée and a high‑value contest, Chipotle seeks to attract both casual visitors and dedicated Rewards members, thereby increasing transaction volume and reinforcing the brand’s value proposition. The promotion’s timing—coinciding with Halloween and the launch of the “Chip‑or‑Treat” campaign—positions Chipotle to capitalize on seasonal consumer spending and strengthen its competitive edge in the fast‑casual market.
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