Chipotle Entices Fans With Snapchat AR Lens, Menu Items

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Chipotle is helping fans sustain healthy habits in 2023 with a wellness-oriented augmented reality experience

Chipotle Mexican Grill announced it is kicking off 2023 with a new lineup of Lifestyle Bowls that cater to contemporary wellness habits. The brand is also launching a wellness-inspired AR Lens on Snapchat to encourage fans to maintain healthy habits, plus it will reward 100,000 fans who participate with free guac.

The recent definition of health has shifted away from diet culture, with Millennial and Gen Z consumers following individualised, holistic interpretations of wellness. According to a recent trend report, 76% of 13 to 39-year-olds agree wellness can be anything that makes you feel good, and 90% of young people believe wellness looks different for everyone.

Chipotle is meeting guests where they are in their daily routines with a new lineup of Lifestyle Bowls designed to make healthy habits convenient and delicious.

“We created seven new Lifestyle Bowls that embrace Gen Z and Millennials’ modern interpretation of wellbeing,” said Chris Brandt, Chief Marketing Officer at Chipotle. “We’re making new year’s resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating.” Lifestyle Bowls are digitally exclusive menu items available in the US and Canada.

Chipotle is helping fans sustain healthy habits in 2023 with a wellness-oriented augmented reality experience. In partnership with Snapchat, the company created an engaging, rewarding augmented reality lens that encourages fans to move their body and calm their mind with Chipotle-inspired exercises and meditation prompts.

The AR Lens will launch on Friday, January 13, also known as Quitter’s Day, the day people are most likely to forfeit new year’s resolutions. One hundred thousand fans in the US who complete the Snapchat challenges will earn a promo code for a free small side or topping of guac (Read more on Chipotle’s news release). The activation marks the first time a restaurant brand will promote physical activity and wellness through an AR Lens on Snapchat.

About Chipotle

Chipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better world by serving responsibly sourced, classically-cooked, real food with wholesome ingredients without artificial colours, flavours or preservatives. Chipotle had nearly 3,100 restaurants as of September 30, 2022, in the United States, Canada, the United Kingdom, France and Germany and is the only restaurant company of its size that owns and operates all its restaurants. Chipotle is ranked on the Fortune 500 and is recognised on the 2022 list for Fortune’s Most Admired Companies.