The annual Chipotle Boorito tradition is evolving and this year, for the first time ever, Chipotle will be staying open until midnight on Halloween in select college towns. This twist on the fan-favorite Halloween tradition recognizes the dining preferences of Gen Z and over the past two years, Chipotle has observed "a 30% increase in transactions after 8pm on Halloween and 81% of 18- to 26-year-olds surveyed reported wanting to see Chipotle open until midnight."
On Halloween night, 53 Chipotle restaurants in college towns will be staying open late to feed late-night cravings and provide people with their chance to grab the $6 digital entrée offer until midnight, local time.
What's more, the first 100 digital orders placed between 10 pm local time and midnight at each of the 53 locations open late will receive an exclusive bottle of Tabasco Brand Scorpion Sauce.
Late-Night Burrito Promotions
The Chipotle Boorito Tradition is Evolving to Suit Gen Z Diners
Trend Themes
1. Late-night Dining - Chipotle's decision to stay open until midnight on Halloween in select college towns recognizes the dining preferences of Gen Z and taps into the growing trend of late-night dining.
2. Digital Offers - Chipotle's $6 digital entrée offer that can be redeemed until midnight caters to the convenience-seeking Gen Z demographic, reflecting the growing trend of digital offers in the food industry.
3. Exclusive Promotions - The exclusive bottle of Tabasco Brand Scorpion Sauce offered to the first 100 digital orders between 10 pm and midnight at each of the 53 locations taps into the trend of offering unique and limited-time promotions.
Industry Implications
1. Fast Food - The late-night burrito promotions by Chipotle and their extended operating hours till midnight cater to the fast food segment, keeping up with Gen Z's preference for quick and convenient dining.
2. Marketing and Advertising - The utilization of digital offers and exclusive promotions by Chipotle reflects the innovative strategies employed in marketing and advertising to capture the attention and loyalty of Gen Z consumers.
3. Hot Sauce - The inclusion of an exclusive bottle of Tabasco Brand Scorpion Sauce as a reward for late-night online orders creates a synergy between the fast-food industry and the hot sauce industry, providing a unique promotional opportunity.