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.
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).
There’s like 3 camps of normie reaction to this in my exp.
“The meta-hwut now?”
People who know about it but don’t care bc it doesn’t effect them at all
And wannabe grifters hopped up on hustle culture brotrepreneur shit wanting to know how to build a virtual Tesla to sell to people.
Mostly get the first and last group tbh