fast casual

Chipotle Celebrates National Fork Day With Collectible Display Box

 

First there were the Chipotle collectible napkin holders (which have repeatedly sold out as soon as they are restocked). Now Chipotle is paying homage to its somehow popular black plastic fork, with a premium limited-edition display entitled the “Extra Fork Collection.”

Launched just in time for National Fork Day on April 8 (apparently there’s a holiday for everything), the $30 collectible is a black shadow box displaying 53 black Chipotle forks. With the purchase, customers will also receive gift cards for two free Chipotle entrées.

“We love creating unexpected moments that ignite our passionate community and showcase their Chipotle fandom,” Stephnie Perdue, vice president of brand marketing, told Marketing Daily in an email. “National Fork Day is a perfect example of how we celebrate ownable holidays on the calendar that tie into our unique brand insights.”

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Not unlike the passion for the brand’s napkins, the Chipotle fork obsession is also very real. A Reddit search revealed such topics as “Trying to get Chipotle forks wholesale,” to “Eating Chipotle with a metal fork just doesn’t hit the same.” Instagram posts pointed to the fork somehow being  “a flavor enhancer,” and news outlets even picked up on one NBA player’s preference for the plastic utensil.

The Chipotle forks, as well as all their disposable utensils, have a slightly matte finish, which some fork enthusiasts claim makes them more comfortable to hold and use than other chain's forks.

The brand says the “Extra Fork Collection” was created to “ensure its fork lovers have adequate inventory on hand, plus an elevated place to store the prized cutlery.”

The Extra Fork Collection is only available at ChipotleGoods.com beginning at 9 A.M. PST on Apr. 8. Chipotle Rewards members can also exchange 10 points for one entry to win the collection from Apr. 8 through Apr. 22, with 10 winners to be selected.

The brand has also launched a T-shirt and sweatshirt collection featuring the painting "The Fork" by Austin-based artist Julia Dufossé. The “museum-quality” clothing collection is available for a limited time also on ChipotleGoods.com.

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