Chipotle has temporarily renamed one of its locations “Shipotle,” in downtown Clemson, South Carolina, in honor of its partnership with noted college football player Will Shipley. The location features new signage that pays homage to Shipley’s nickname, “Shipotle,” given to him by his Clemson Tigers teammates last season after they noted his fondness for the fast-casual chain.
Ahead of the game this upcoming weekend between the Clemson Tigers and Florida State, the “Shipotle” location will also give away limited edition “Shipotle” T-shirts to the first 1,000 guests who purchase any entrée from the location while supplies last.
When in 2021 the Supreme Court decided to allowed college athletes to profit off their name and likeness, Chipotle wasted no time in jumping on the college football promo bandwagon.
The chain published a tweet on July 1, 2021, soliciting fans to tag a college athlete that could use a Chipotle sponsorship. Shipley himself responded with a tweet of his own, describing his that he “loves Chipotle more than anyone else in the world.” Shipley’s go-to order is a bowl with white rice, black beans, double chicken, fresh tomato salsa, roasted chili-corn salsa, light cheese and Queso Blanco.
“Will is not only a proven superfan of the brand, but his passion … is worthy of temporarily naming … (the) restaurant after him - a rare feat for a … student athlete,” said Chris Brandt, chief brand officer at Chipotle, in a release.
Chipotle is also promoting the Shipley sponsorship via its social media channels.
Separately, the chain has also announced its plans to open its first downtown Detroit location in spring of 2024. The new restaurant will offer both dine-in and a walk-up window option to facilitate guests picking up digital orders. Michigan currently has 55 Chipotle locations.