• by Teresa Buyikian , Yesterday

Following on the heels of the brand’s most successful promo in its history, Chipotle this week rolls out a new $1 million food giveaway tied to its well-known “water” cups.

The $1 million burrito giveaway takes place this Sunday, July 19, during the international World Cup tournament final. During the match's second official hydration break, the brand will post a stadium-inspired game video to its Instagram @Chipotle where viewers can visually follow a lemonade-filled water cup as three identical cups shuffle across the screen. The lemonade-filled cup will reveal a text-to-win code at the end of the video, and the first 100,000 participants to text the code to 888-222 will receive a free entrée offer.

The ”water” game was inspired by the social buzz, such as seen here, surrounding the cups and how some customers “accidentally” use them for lemonade rather than water. 

“The best brand ideas start with a fan truth,” said Stephanie Perdue, the company’s senior vice president, marketing, in a release. “Our water cup has become one of the most recognizable symbols in Chipotle fan culture, and when hydration breaks emerged as a new part of the matchday experience, we saw an opportunity to bring that fan lore to life on one of the biggest stages in sports.”

The water game follows Chipotle’s Matchday BOGO last month, which became the biggest promotional day in the brand’s history. According to data analytics firm Placer.ai, Chipotle’s jersey BOGO promotion drove visits 55.5% above the chain’s 2026 daily average, also making it Chipotle’s busiest day of 2026 thus far.

Separately, Chipotle announced last week it has expanded to Mexico, opening its first location in San Pedro Garza García, Nuevo León, in the Monterrey metropolitan area. As part of a partnership with leading Latin America and Europe restaurant operator Alsea, additional locations are scheduled to open later this year in Nuevo León, as well as early next year in Mexico City.