• by Teresa Buyikian , Yesterday

Celebrants often mark Cinco de Mayo in the U.S. by visiting Mexican-themed restaurants and drinking way too many margaritas. But Chipotle’s latest promo rewards those participating in virtual celebrations, online, in the comfort of their own homes.

Ingredient Quest launches May 5, marking Chipotle’s “five days of real food, real fun and real prizes” immersive digital gaming experience, which the brand says will result in over $1 million in free food for customers. The promo takes place within the virtual reality world of Roblox, at Chipotle’s virtual restaurant in the Burrito Builder experience.

To play Ingredient Quest, users start collecting ingredient cards, each featuring  original artwork. Cards are won through rolling burritos in Burrito Builder to earn Burrito Bucks, every four of which can be redeemed for ingredient card packs. Eight of the ingredients are also hidden throughout Chipotle's Burrito Builder experience in a virtual scavenger hunt.

The first 50,000 users to collect all 53 ingredient cards in the Ingredient Quest will win a free entrée.

Customers in real life aren’t completely exempt from Chipotle’s Cinco de Mayo promo. They can receive free delivery with in-app and online orders from May 1 through May 5 by using the code DELIVER. From May 3 through May 5, they can receive free chips and Queso Blanco with the code CINCO25.

The Ingredient Quest promo also highlights the 53 ingredients Chipotle uses. In 2024, the company sourced 47 million pounds of local produce, which it defines as “produce grown within 350 miles of one of Chipotle's third-party distribution centers.”