In celebration of National Quesadilla Day on September 25, Chipotle Mexican Grill is rolling out a digital scavenger hunt that could see lucky customers snagging part of $1 million in free quesadillas. The fast-casual chain is leveraging social media and food delivery apps to make this event one of its most interactive yet, with buy-one-get-one (BOGO) offers hidden across Instagram, X (formerly Twitter), and TikTok.
Starting on September 23, Chipotle will begin distributing text-to-claim codes on its Instagram and X accounts, inviting fans to participate in the scavenger hunt. The codes, which can be redeemed for a BOGO quesadilla with the purchase of a regular-priced entrée, will be available to up to 21,000 consumers. The fun doesn’t stop there: Chipotle has partnered with three TikTok creators—Shari Dyonee, Dylan McArthur, and Anthony Hernandez—who will drop codes within their content, allowing an additional 10,000 fans to grab the BOGO offer.
Partnerships to Boost Engagement
Chipotle’s strategy is further enhanced by partnerships with food delivery giants DoorDash and Uber Eats. On September 25, the company will offer free quesadillas to 15,000 DoorDash users with a minimum $25 order and 10,000 Uber Eats users with a $15 minimum order. By teaming up with these platforms, Chipotle aims to broaden its reach and create excitement around National Quesadilla Day while encouraging users to explore its digital ordering options.
This approach builds on Chipotle’s tradition of engaging customers through fun and tech-driven promotions. Earlier in the year, for National Burrito Day, Chipotle launched the Burrito Vault, an interactive game that awarded over $1 million in free burritos. In the past, the brand has also utilized platforms like Roblox to connect with its audience, allowing users to “roll” their own virtual burritos.
Digital-First Strategy for Increased Loyalty
Chipotle’s marketing effort reflects a growing trend of using digital platforms to connect with younger, tech-savvy customers. According to DoorDash data, chicken quesadillas were the second most-ordered food item in 2023, further validating Chipotle’s focus on promoting its quesadillas during this national celebration. The scavenger hunt, along with influencer partnerships and delivery app tie-ins, is designed to not only create buzz but also foster stronger customer loyalty.
By aligning itself with popular TikTok creators and tapping into trends like mukbangs—live-streamed eating sessions—Chipotle is also capitalizing on the cultural moment. This is similar to its July campaign for National Avocado Day, where Chipotle collaborated with Wonderskin to launch a “burrito-proof” lip stain. Such inventive cross-promotions help the brand stay relevant and top-of-mind for consumers.
Sustained Growth and Consumer Engagement
Chipotle’s dedication to these digital activations is paying off. In Q2 2024, the chain reported an 11.1% growth in same-store sales, driven largely by a rise in comparable transactions. By continually innovating its marketing strategies, particularly around digital and mobile channels, Chipotle is successfully positioning itself as a forward-thinking brand that appeals to a digital-native audience.
To participate in Chipotle’s latest scavenger hunt and score some free quesadillas, keep an eye on the brand’s social media accounts and check out the full details on Marketing Dive.