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Tech Tracker: Chipotle attempts to cause a stir in the metaverse

Tracking the latest in restaurant technology news with Joanna Fantozzi


This week on Tech Tracker, we’re talking about Chipotle’s menu item debut in the metaverse alongside our tech editor, Joanna Fantozzi.

Chipotle Mexican Grill is rolling out its Garlic Guajillo Steak nationwide for a limited time. The rollout, in both the real world and the metaverse, marks the first time the fast-casual chain has unveiled a menu item on the new Web3 platform.

The new Chipotle Grill Simulator inside its metaverse on Roblox is located inside the brand’s Burrito Builder. Once there, players will be greeted by chef Neville, then told to choose an apron and get to work. The experience starts at the plancha, where visitors will need to perfectly grill and season as many steaks as they can before time runs out. Users will then race against the clock to cut as many steaks as they can into strips. Finally, chefs-in-training will need to mix the protein with lime and cilantro until they fill the progress bar.

After successfully preparing Garlic Guajillo Steak, users will be able to virtually taste the menu innovation with Chipotle's iconic black fork. A flavor aura will appear, highlighting Garlic Guajillo Steak's flavor profile.

"By launching Garlic Guajillo Steak in the metaverse, we are able to share our culinary traditions and real-food proposition with Gen Z," said Chris Brandt, Chipotle’s chief marketing officer. "For the first time, fans can discover our latest menu innovation from our head chef with an immersive experience that blends the best of Chipotle's digital and physical worlds."

Watch the video for more insight from senior reporter Joanna Fantozzi.

TAGS: Fast Casual
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