July 2, 2013
CHIPOTLE CELEBRATES 20TH ANNIVERSARY WITH “ADVENTURRITO” TREASURE HUNT
Burrito chain’s puzzle contest to reward 20 grand prize winners with free burritos for 20 years
Stop by your local Chipotle Mexican Grill at Bloomingdale Square at 829 E Bloomingdale Ave, Brandon, FL 33511
and (813) 423-6384 and get ready to say “happy birthday” to your favorite foil-wrapped
meal. In two weeks, Chipotle Mexican Grill (NYSE: CMG) will celebrate its 20th anniversary
with a three-week-long treasure hunt, “Adventurrito,” that will take participants through a
series of 20 online puzzles and daily prizes that will lead to the ultimate grand prize: free
burritos for 20 years.
Over the course of the first 19 days of the contest, Chipotle will be giving away free burritos
for a year (that’s one burrito a week for 52 weeks) to 20 contestants each day. On the last
day of the contest, the first 20 players who finish the puzzle first will be awarded the Grand
Prize of free burritos for 20 years (that’s one burrito a week for the next 20 years). If
you’re counting, that’s 21,788 free burritos in total, enough burritos to feed one person for
Beginning on Chipotle’s actual anniversary, July 13, 2013, and continuing for 19 days,
Chipotle will unlock a daily puzzle at 20:20 MTN time each evening at Adventurrito.com.
Once the puzzle is unlocked, players who attempt to answer the puzzle before 20:20 MTN
time on the following day will be entered into a daily lottery to win a year of free meals at
Chipotle (20 lucky winners will be selected each day). If a player has answered all of the 19
daily puzzles correctly by 20:20 MTN time on Thursday, August 1, the 20th puzzle will be
unlocked and the player will have a chance to solve the puzzle and win the grand prize.
“Twenty years in, we are changing the way people think about and eat fast food,” said
Steve Ells, founder, chairman and co-CEO of Chipotle. “That vision has connected with a lot
of people and helped to make them very loyal customers. In celebrating this milestone, we
thought giving something special to our customers was the right thing to do, since they
have given so much to us over the years.”
The first 19 puzzles will vary from quick, easy puzzles to more challenging game play, and
will incorporate Chipotle history as well as its commitment to better food from more
sustainable sources. Each will be accompanied by a video clue presented by high-profile
friends of Chipotle, including celebrities, athletes, political leaders, and farmers who are
friends with the company. Puzzle hints in the form of haikus, or “Hai-clues,” will also be
available to players who need a little extra help solving the puzzle. Hints can be unlocked by
visiting any Chipotle restaurant and texting a unique receipt code (found at the bottom of
all Chipotle receipts throughout the duration of the contest) to 30364. From there players
will receive a hint code that can be entered at Adventurrito.com to reveal the Hai-clue.
Once a puzzle is answered correctly the player will earn a medallion and all 19 medallions
must be collected to unlock the final puzzle.
“Our 20th anniversary wouldn’t be possible without the continuing support of so many loyal
customers and fans,” said Mark Crumpacker, chief marketing officer at Chipotle.
“‘Adventurrito’ reflects the fun, irreverent side of Chipotle, and offers a fun way for fans to
celebrate our anniversary while getting the chance to win the ultimate Chipotle prize – free
burritos for up to 20 years.”
The contest is available to anyone, from first-time eaters to die-hard burrito lovers. In order
to participate, players must register at Adventurrito.com. Players who refer friends to the
contest will receive an additional entry in the next daily puzzle lottery drawing. Players can
also receive an additional entry by registering for the contest prior to 20:20 MTN time on
Although players need to complete each puzzle within 24 hours of its launch to be eligible
for the daily prize, players are able to unlock the 20th puzzle and play for the Grand Prize as
long as they have earned the first 19 medallions at any point throughout the contest.
Players will be allowed to play each puzzle multiple times for a chance to correctly answer
the puzzle and earn a medallion.
Unlike the other puzzles, the Grand Prize puzzle will be a game of skill, based on players’
speed and accuracy. It will also require a deep knowledge of Chipotle lore, trivia and history.
The first 20 people to answer the 20th puzzle correctly beginning at 20:20 MTN time on
Friday, August 2 will be awarded with free burritos for 20 years. The contest winners will be
officially announced by August 15, 2013.
Unlike other similar contests, Chipotle does not require purchase to play. Registered
players who answer any of the 19 daily puzzles incorrectly within the first 24 hours will still
be eligible for the daily lottery.
For additional details and to register please visit Adventurrito.com.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served
fast did not have to be a typical fast food experience. Today, Chipotle continues to offer a
focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads
made from fresh, high-quality raw ingredients, prepared using classic cooking methods and
served in a distinctive atmosphere. Through our vision of Food With Integrity, Chipotle is
seeking better food from using ingredients that are not only fresh, but that—where
possible—are sustainably grown and naturally raised with respect for the animals, the land,
and the farmers who produce the food. A similarly focused people culture, with an
emphasis on identifying and empowering top performing employees, enables us to develop
future leaders from within. Chipotle opened with a single restaurant in 1993 and currently
operates more than 1,450 restaurants. For more information, visit Chipotle.com.