Inside metaverse Chipotle where users can roll burritos they can never eat

CHIPOTLE is entering the metaverse and encouraging Roblox players to roll virtual burritos they can’t eat.

Although a virtual burrito is pretty useless, some lucky users will be able to exchange their virtual labor for real life food.

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The Mexican food chain has announced a Chipotle Burrito Builder experience that will let metaverse users roll their own burritos.

It’s also revealed a behind the scenes look at the pixelated ‘food’ and a ‘90s themed restaurant that pays homepage to the first ever Chipotle.

You’ll need to set up a Roblox account if you want to get involved in the simulation.

Successfully rolling a metaverse burrito can earn Burrito Bucks.

This virtual money can then be used in exchange for a real burrito.

The event starts on April 7, which happens to be National Burrito Day.

Only the first 100,000 Roblox players who roll a successful virtual burrito can earn the real life food.

Any virtual bucks won can then be exchanged for an entrée code that can be used to buy a food item on the Chipotle app or website.

This is the first time a brand is letting Roblox currency be exchanged for a non-virtual item.

Chris Brandt, Chief Marketing Officer, said: “We’ve tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito.

“We’re blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level.”

The burrito challenge may sound like fun but big tech brands think a lot of us could be living and working in the metaverse one day.

Meta CEO Mark Zuckerberg has previously expressed this view.

Zuckerberg told tech podcaster Lex Fridman: “A lot of people think that the metaverse is about a place, but one definition of this is it’s about a time when basically immersive digital worlds become the primary way that we live our lives and spend our time.”

He added: “I think that’s a reasonable construct.”

Roblox users can also try their hand at delivering burritos one they’re done making them.

You can access the Chipotle Burrito Builder on April 7 at 6:30pm ET (3:30pm PT).

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