Chipotle is taking a spirited approach to this
year’s Halloween celebrations with the return of a fan-favorite beverage.
To kick off the spooky season, the Mexican grill is bringing back its margaritas on a new “Summon the
Spirits Tour.” The five-city pop-up tour will visit New York, Dallas, Denver, Los Angeles and New Orleans on Fridays and Saturdays in October, serving the brand’s made-to-order margarita
for $6.
Chipotle originally launched in Denver in 1993 with a margarita standard on its menu. The formula remained the same for 20 years, until the brand, in an effort to make the cocktail
more aligned with its “Food With Integrity” ethos, introduced a premium, made-to-order marg in 2013. As popularity waned in 2018, only about 50% of Chipotle’s 2400 U.S. locations
still offered margaritas, and most completely phased the drink out by 2020.
advertisement
advertisement
Subsequently the tequila-based cocktail took on cult status, with multiple TikToks fondly remembering the drink with
such posts exclaiming, “those margs were fireee,” and “they need to run that back.”
“Fans never stopped talking about our margaritas after they left the menu, so
Halloween felt like the perfect time to revive a Chipotle classic,” said Stephanie Perdue, senior vice president of brand marketing, in a release. “For five weekends, we're giving fans the
chance to rediscover the Chipotle Margarita, made with just five ingredients and the same simplicity we bring to our food.”
The pop-ups will also feature immersive Halloween
décor, interactive moments and chances to win Chipotle swag.
The “Summon the Spirits Tour” serves as the brand’s kick-off for Chipotle’s yearly Halloween
promotion, Boorita, which will offer a yet-to-be disclosed dine-in offer to celebrate the October holiday.