Some of the phrases in that article are making me physically ill.

We’re blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level Successfully rolling a metaverse burrito can earn Burrito Bucks 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

The iconic Chipotle burrito is a fucking stretch. In the realm of fast food, aside from McDonalds, are there any iconic items? In n Out double double and maybe the Whopper? Calling Chipotle iconic is just PR bullshit.