• by Teresa Buyikian , Yesterday

Tattooed Chipotle customers are in for some luck this Friday the 13^th.

The chain will celebrate its “tatted superfans” with a BOGO offer then. Between 3 p.m. and 4 p.m. local time in the U.S., Canada, U.K., France and Germany, customers with tattoos can show up during the one hour “flash” window, show their tattoo(s) and receive a buy one get one menu item.

The promo was inspired by popular memes pointing out people who are “tatted like a Chipotle bag,” with multiple tattoos, such as here, which resemble the chain’s illustrated to-go bags. Friday the 13^th is an unofficial holiday for tattoo enthusiasts around the world, where customers select from a “flash sheet” of small, predesigned tattoos for a set price at tattoo parlors.  

The chain has tapped “tatted Chipotle superfan” and hip hop artist Swae Lee of Rae Sremmurd for the promotion, who co-created an exclusive temporary tattoo flash sheet, incorporating  “the bold, passionate rambling artwork fans know from Chipotle's takeout bags.” The flash sheet is exclusively available at Chipotle’s Midtown Miami location during the Friday the 13^th promo while supplies last.

“What started as an internet meme became a real-world expression of fandom for our brand,” said Stephanie Perdue, Chipotle’s interim CMO, in the announcement. “Bringing this promotion back for Friday the 13th further establishes our connection with the tattoo community, and partnering with Swae Lee allows us to spotlight his authentic passion for the brand and give our fans something extra to commemorate the moment together.”

Customers sans permanent ink aren’t entirely out of luck; the chain specifies that “a temporary tattoo or a drawn-on design” also count for the BOGO offer.

As part of the promo, the brand also teamed up with Swae to produce what it refers to as “nostalgic content featuring one of the artist's most viral anthems from the era,” to be revealed via Chipotle’s Instagram @ChipotleOpens on March 11.