Undoubtedly, many will be disappointed that the company is going back to a digital-only format for the promotion, but it’s not all that surprising. Chipotle’s Boorito 2022 returned to the in-person tradition of arriving at a store in costume, and many restaurants reported an underwhelming night with a low turnout and tons of unused food.
This year’s digital offer combined with later hours at college locations is meant to attract Chipotle’s Gen Z customers, a demographic the chain has been focusing more attention on. Earlier this year, Chipotle officially added Fajita Quesadillas to its menu after a TikTok video went viral, and in September, Chipotle referenced singer Olivia Rodrigo in an Instagram photo, putting its own twist on lyrics to her song, “Ballad of a Homeschooled Girl,” along with a photo similar to her “Guts” album cover. Rodrigo loved it, commenting on the post, as did many of her fans.
In a survey conducted by the chain, 81% of 18- to 26-year-olds expressed a desire for Chipotle to stay open until midnight. That, along with the 30% increase in orders received after 8 p.m. the past two Halloweens, helped encourage Chipotle to make the change. According to Chipotle’s press release, the 53 restaurants picked to stay open until midnight “are among the college towns that eat the most Chipotle and represent the number of real ingredients on the restaurant’s permanent menu.”