Chipotle launches a new menu item in Roblox’s metaverse | VentureBeat

This week Chipotle announced its release of a new exciting entre the “Garlic Guajillo Steak” after listening to their customers request for a dish with new intriguing flavors. While customers were able to get their hands on the new savory meal in person today, many had already gotten to experience the new menu item via Roblox in the metaverse.

If you haven’t heard of the metaverse before, you definitely will soon as more and more brands are starting to ride its wave. That being said, in short terms the metaverse is the idea that there is going to be an immersive world powered by artificial intelligence and virtual reality where people will be able to engage in real world things via their avatar in the metaverse versus using their physical bodies. For example, you will be able to go to work in the metaverse and sit around a table collaborating with your collogues but in real life you will be doing it from the comfort of your own home.  Another, example could be getting the opportunity to attend a concert that you could never afford front row but really be laying in your bed. If the metaverse actually gets pulled off it will open lots of doors for brands and consumers. The metaverse has the ability to optimize connection, productivity, and opportunity if set up correctly.

As of right now there is no one metaverse and the idea behind it is still very far off. However, fragments of what the metaverse aims to become do exist within online video game universes such as Fortnite, Minecraft, and Roblox. Brands want to be at the forefront of the new digital age and as result many have taken an interest and started implementing ways they can join into the metaverse.

Chipotle is one of these brands and made a splash this week by releasing their new dish on Roblox via a virtual grill simulator. Essentially users entered the app and were transported into a Chipotle kitchen where they were asked to complete steps to cook and prepare the Garlic Guajillo Steak within a time limit. Through this immersive experience customers  were able to learn the steps on how to make the new dish as well as learn knowledge about all the flavors and ingredients involved. Those who complete the experience successfully receive virtual burrito bucks which allow them to unlock exclusive virtual items such as outfits and other avatar customizations. Additionally, Chipotle furthered the promotion of their Roblox partnership by offering the first 25,000 Roblox users that use the grill simulator promo codes to try the Garlic Guajillo Steak in real life.

I think this activation was very smart of Chipotle as it garnered them a lot of media attention as forward thinkers and they got to try out the metaverse and gain a whole new audience of customers. I suspect many brand to follow in their footsteps and I am very intrigued to see what types of promotions the expansion of the metaverse will cultivate.