Chipotle Mexican Grill, the restaurant chain, debuted its latest menu addition, Garlic Guajillo Steak, in the metaverse on Roblox before introducing it in the real world.
Touting itself as the first restaurant brand to launch a new menu item in the metaverse, Chipotle extended an invitation to everyone to visit its simulator on Roblox to try the product.
In the simulator, visitors were shown how to prepare the Garlic Guajillo Steak by a digital version of Chipotle’s head chef, Nevielle Panthaky. Users in the simulator followed the chef’s instructions to prepare the product.
To further engage with the audience, 100,000 Roblox players who tried the new product in the metaverse on September 13-14 were rewarded with a free code, allowing them to enjoy the Garlic Guajillo Steak in real life.
Additionally, those who successfully completed the cooking training in the simulator were awarded the in-game currency, Burrito Bucks2.
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