• by Teresa Buyikian , 6 hours ago

 
Chipotle’s annual Halloween tradition is back for its silver anniversary with new discounts and a TikTok costume contest.

The chain will celebrate the 25^th annual Boorito in-store on Oct. 31. Rewards members who show up in costume to any participating Chipotle location from 3 P.M. until close will receive an offer for a $6 entrée.

The chain is also bringing back its Boorito Costume Contest, originally  launched on TikTok in 2020. Beginning Oct. 27 and running through Sunday, Nov. 2, consumers can post a TikTok of their best costume with the tag #BooritoCostumeContest to be entered for a chance to win a Chipotle VIP Card, worth over $500 in free food.

“Boorito started as a simple way to bring people together on Halloween, and over 25 years it  has grown to become the biggest annual celebration of our real fans and real food,” says Chris Brandt, president, chief brand officer, Chipotle, in a press release. “Boorito has long served as a runway for our guests to  show off their creative costumes, so we’re leveraging TikTok to drive additional excitement and  inspiration this year.”

The in-store and TikTok Boorito events support the chain’s “Chip-or-treat” promo announced earlier this month. Chipotle Rewards members can earn up to four “treats” through Oct. 30 with an entrée purchase on the Chipotle app, Chipotle.com or in-restaurant. After the purchase, reward members will receive an email with a treat such as free guacamole good for five days.

Also available for a limited time is a $10 discount on Chipotle’s new digital-only Build-Your-Own Chipotle (BYOC) family meal, which is designed to feed four to six people. The customizable pick up BYOC is $10 off with code TRYBYOC through Dec. 31. The chain has also added an “extra protein” option to BYOC, which enable the selection of two different proteins.