Chipotle’s $1M Digital Scavenger Hunt for National Quesadilla Day
To celebrate National Quesadilla Day on Sept. 25, Chipotle is launching a digital scavenger hunt, offering up to $1 million in free quesadillas. Starting Sept. 23, the chain will share text-to-claim BOGO codes across its social media platforms, including Instagram and X (formerly Twitter), challenging fans to participate for a chance to win.
The scavenger hunt doesn’t stop there—Chipotle has also enlisted TikTok creators Shari Dyonee, Dylan McArthur, and Anthony Hernandez to drop codes in their content, allowing up to 10,000 viewers to claim a BOGO quesadilla each. The initiative taps into the popular mukbang trend, where creators interact with fans while consuming food, keeping Chipotle at the forefront of viral marketing.
Partnering with DoorDash and Uber Eats
On the big day itself, Chipotle will offer additional rewards through its food delivery partnerships with DoorDash and Uber Eats. A total of 25,000 customers—15,000 on DoorDash and 10,000 on Uber Eats—will be able to snag a free quesadilla with qualifying orders. DoorDash users must spend at least $25, while Uber Eats users can claim the deal with a minimum order of $15.
These promotions are part of Chipotle’s continued efforts to boost engagement with its tech-savvy, digitally native audience. The focus on mobile marketing and social media not only strengthens loyalty but also helps the chain gather valuable first-party data for future campaigns.
Why Chipotle’s Digital Stunts Work
Chipotle is no stranger to leveraging digital marketing to connect with consumers. The scavenger hunt strategy echoes previous successful campaigns, such as the brand’s National Burrito Day celebration, where it gave away over $1 million in free burritos via an interactive game. In that campaign, Chipotle also used X (then Twitter) to generate buzz, resulting in one of its highest digital sales days.
With its continued focus on digital trends and strategic collaborations with popular influencers, Chipotle consistently remains relevant in the fast food space. Earlier this year, the brand tapped into gaming culture with a series of activations tied to Tekken 8, as well as a Roblox campaign where users could roll virtual burritos.
Impact on Consumer Loyalty
Chipotle’s approach of tying promotional efforts to fun and engaging digital experiences helps foster deeper connections with its audience. By offering unique rewards and memorable interactions, the chain ensures its loyal customers keep coming back for more.
In the second quarter of this year, Chipotle reported an impressive 11.1% same-store sales growth, with an 8.7% rise in comparable transactions. Campaigns like the upcoming National Quesadilla Day scavenger hunt are likely to continue driving that momentum, keeping Chipotle ahead of the curve in both sales and customer engagement.