• by Teresa Buyikian , April 8, 2024

Chipotle has announced a new gaming partnership with Bandai Namco Entertainment America Inc., publisher of the latest installment of fighting game franchise Tekken 8.

Players will now earn in-game currency when ordering Chipotle through the restaurant’s app using promo code EWGF623 while supplies last (which pays homage to the iconic “Electric Wind God Fist” move in the game). With qualifying orders, players will receive a code for 500 Tekken Coins, while supplies last. Chipotle reward members will receive more; they are able to redeem 250 points in the Chipotle Rewards Exchange to receive an additional code for 500 Tekken Coins.

Chipotle has also launched a new digital-only menu item for the collaboration, the Tekken 8 Battle Bowl, which was created by fans who voted for ingredients on X during the Tekken World Tour Finals in January. The limited-time-only bowl contains chicken, white rice, black beans, tomato salsa, roasted chili-corn salsa, fajita veggies, cheese and guacamole.

Tekken 8 will also be the title game for the 2024 Chipotle Challenger Series, the first-ever branded tournament on the PlayStation Tournaments platform. The Grand Finals event will be broadcast live on the PlayStation esports Twitch and YouTube channels on May 4.  Chipotle Challenger Series players will earn free chips and guacamole. The top two winners of finals will receive free Chipotle for a year, a trip to Evo 2024 in Las Vegas, a share of $20,000 USD cash and more.

Chipotle is also the presenting sponsor of the 2024 Evolution Championship Series (Evo) for the second year in a row this July in Las Vegas. The restaurant will have an on-site Community Lounge at the event, as well as provide free entrée cards to pool winners. New this year are the "Chipotle Extra Match" segments, which will air during the live broadcast.

"The amazing reception we received from the Fighting Game Community in 2023, notably Evo attendees cheering for our ads when they aired during the competition, has inspired us to double down on our investment in FGC," said Chris Brandt, chief brand officer at Chipotle, in a release.