Chipotle rolls out Garlic Guajillo Steak, with early access for those in the metaverse

Chipotle Mexican Grill is rolling out the new Garlic Guajillo Steak on Wednesday at units throughout the U.S. and Canada — but those in the metaverse could try it even sooner.

In yet another partnership with gaming site Roblox, Chipotle said it is the first restaurant chain to officially unveil a new menu item in the metaverse. Starting at 7 a.m. Pacific on Tuesday, guests were able to use a Burrito Builder Simulator within the game to unlock a code to earn a free steak entree. Chipotle’s 30 million Rewards members also had early access through the chain’s app and website.

Analog guests and those still stuck in Web2 had to wait another 24 hours.

The Roblox simulator is designed to “enhance guests’ tasting experience in real life,” according to press materials. The simulator draws attention to Chipotle’s cooking process and, hopefully, creates a craving by allowing guests to virtually taste what the chain calls a “flavor aura.”

It’s not the first time Chipotle has tapped into the Roblox community. The chain brought its annual Boorito program on Halloween to Roblox for the past two years, hitting new records for digital sales, and reportedly causing a two-day Roblox outage in 2021. And in April 2022, Chipotle launched a burrito building simulator on Roblox for National Burrito Day.

“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, Chipotle’s chief marketing officer, in a statement.

Available for a limited time, Garlic Guajillo Steak was tested in Denver, Indianapolis and Orange County, Calif., earlier this year. The steak is spiked with garlic and guajillo chiles, and it’s finished with fresh lime and cilantro.

“We’re listening to our guests’ requests for intriguing new flavors,” said Nevielle Panthaky, Chipotle’s vice president of culinary, in a statement. “Garlic Guajillo Steak pairs the familiar craveability of garlic with the allure of guajillo into an awesome protein with a slight kick.”

The average price for the new LTO is $12.39. Chipotle is offering $0 delivery on orders placed through the app and website from Sept. 17-25.

Next up: A new chicken offering. Last month, Chipotle said it has begun stage-gate testing the new Chicken Al Pastor, marinated in adobo, morita peppers and achiote with a splash of pineapple.

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