• by Todd Wasserman , Staff Writer, October 11, 2022

Chipotle’s Boorito event is returning to the restaurants this year after a two-year layoff.

To celebrate, Chipotle is launching “BooReal” on BeReal. The social media platform gives users a two-minute deadline to post about whatever is happening. Participants have the chance to win one of the 10 Free Burritos for a Year prizes.

Fans who sign up for Chipotle Rewards and visit a Chipotle on Oct. 31 from 3 p.m. to close while dressed in a costume can receive a $6 entrée for free.

This is the 22nd year of Boorito. The chain partnered with artist and creative director Pablo Rochat to create a special trailer that celebrates the event.

The pandemic prompted Chipotle to cancel the promotion in 2020 and 2021, though it lived on as a virtual celebration.

Chipotle first ran the Boorito promotion in 2000. Back then, the giveawaybegan with a burrito-themed costume contest on Halloween night.

Over time, Chipotle loosened its rules on costume themes and used social media to promote the event. In 2020, Chipotle dropped 500,000 buy-one-get-one-free deals on TikTok. Chipotle also offered a TikTok challenge that year in which customers showed their “before” and “after” Halloween transformations. In 2020, there were 3.6 billion total views of videos with the #Boorito hashtag

Chipotle is among other fast-feeders who are running a Halloween promotion. For example, Burger King has added a Ghost Detector to its app and a Ghost Pepper Whopper with an orange bun.