Chipotle has teamed up with Spirit Halloween to release a collection of Halloween costumes based on their popular items such as napkins, forks, water cups, burritos, and to-go bags. This collaboration builds off of a running joke that Chipotle has been using on social media for the past two years. The costumes are meant to be lighthearted and not intended to generate significant sales, with the Chipotle Fork costume simply being a plain black polyester bodysuit. Other companies, like Burt’s Bees and Hidden Valley Ranch, have also released joke products that sold out quickly, generating buzz and social media attention.
The costumes will be available for purchase starting on September 6th, retailing for $39.99 in the US and Canada. The sizes range from adult small to XL, and they will be available online for everyone. However, the costumes will only be sold at select Spirit Halloween stores in cities like Chicago, Denver, Egg Harbor Township, Los Angeles, and New York. Chipotle has a history of engaging in Halloween promotions, such as offering $4 burritos to customers who show up in costume on October 31st.
This collaboration comes at a significant time for Chipotle, as their CEO Brian Niccol recently left to join Starbucks, leaving Scott Boatwright as the interim CEO. Despite this leadership change, Chipotle has seen substantial revenue growth under Niccol’s guidance, with revenue increasing by over 800% over the past five years. The partnership with Spirit Halloween is part of Chipotle’s ongoing efforts to engage with customers and stay relevant in the competitive fast-casual dining industry.
Retailers are increasingly launching Halloween products earlier each year to cater to customers who are willing to spend money on seasonal items. Chipotle’s Chief Brand Officer, Chris Brandt, expressed excitement about the collaboration with Spirit Halloween, noting that it builds on the success of their previous Halloween promotions. The company’s Boorito tradition, which offers discounted burritos to costume-wearing customers, has been a popular Halloween event for Chipotle fans.
Overall, Chipotle’s partnership with Spirit Halloween reflects a clever marketing strategy aimed at capturing the attention of consumers and generating buzz on social media. By tapping into popular online jokes and creating unique and humorous products, Chipotle continues to stay relevant and engage with its customer base. The Halloween costume collection adds a fun and festive element to Chipotle’s brand, further solidifying its reputation as a creative and innovative fast-casual dining chain.
