Chipotle Fires Up The Grill With ‘Virtual Simulator’ Inside Roblox
Giving users a unique experience behind the food chain’s culinary process in prepping its food.
On Tuesday, Chipotle became the first restaurant brand to officially unveil a new menu item in the metaverse with its debut of the Garlic Guajillo Steak through its “Chipotle Grill Simulator” experience on Roblox.
Beginning on Wednesday, September 14, the new menu item, which features tender cuts of steak seasoned with the bold flavors of garlic and guajillo peppers, will be available alongside all permanent menu items for in-restaurant, online, mobile, and delivery orders in the U.S. and Canada for a limited time.
For the Web3 community, however, the real flavor can be tasted and felt in Chipotle’s new “Grill Simulator,” which brings Roblox users into Chipotle’s virtual restaurant alongside the brand’s Head Chef Nevielle Panthaky, who invites users into the kitchen to learn the authentic cooking techniques and unique framework of ingredients required to make the Garlic Guajillo Steak.
While Chipotle isn’t the only major restaurant brand to have its own virtual locale inside the metaverse, it is one of the first to leverage Roblox’s technology to be able to integrate a form of culinary education at mass scale – targeting Chipotle’s 30 million Rewards members throughout the U.S. and Canada.
“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. “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.”
The Grill Simulator takes users through Chipotle’s exact culinary process and then allows them to “virtually” taste the Garlic Guajillo Steak’s robust flavors, beginning at Chipotle’s BURRITO BUILDER world, where users meet Chef Neville and choose from a variety of uniforms.
From there, users are then teleported into a mock-up of Chipotle’s kitchen to cook the Garlic Guajillo Steak. The unique culinary experience begins with users learning to perfectly grill and season as many steaks as they can before time runs out.
The next objective requires users to race against the clock to cut as many steaks as they can into tender strips. Once sufficiently cut, these “chefs-in-training” will be required to mix the savory protein with lime and cilantro until they fill the progress bar.
After a quick virtual tasting, users will be presented with their item’s dynamic flavor profile, earning virtual Burrito Bucks, allowing them to unlock new exclusive virtual items.
Of those users who participate, 100,000 selected Roblox users who have successfully completed the Grill Simulator will earn a free entree code that can be used in the IRL Chipotle app or its U.S. and Canada websites to try the Garlic Guajillo Steak at a physical location. Over the next two days, Chipotle will be dropping 25,000 codes.
The Grill Simulator can be accessed via Roblox by clicking here.
In July, the Mexican Grill celebrated National Avocado Day with its crypto-based giveaway — “Buy The Dip” – giving away $200K USD in Bitcoin, Ethereum, Solana, Dogecoin tokens, and of course free guac.
In other metaverse news, Starbucks brews its newest Rewards program experience with “Odyssey.”