Amid economic concerns like inflation and rising gas prices, Chipotle offered a deal oasis this month based on a meme that resulted in the highest single-day sales the company has ever seen.
According to a press release, the March 13 “Tatted Like a Chipotle Bag” promotion offering a buy-one-get-one-free deal to tattooed patrons between 3 and 4 p.m. came with a surge in foot traffic and “sparked a cultural moment,” for Chipotle. Permanent, temporary and hand-drawn tattoos all qualified customers for the deal.
Chipotle explained that memes that liken people with many small tattoos to the restaurant’s scribble-covered bags were one of the inspirations for the promotion. Those memes “gained traction during the 2019 professional football championship halftime performance when fans on social media compared the headline performer’s tattoos to the artwork on Chipotle’s to-go bags,” the company said, referring to musician Adam Levine.
It added that Friday the 13th was chosen based on the tradition of Friday the 13th specials, such as the ones featured here by Time Out Magazine.
“Despite the limited promotion window, fans flocked to Chipotle locations across the U.S., Canada, U.K., France and Germany,” said the company. “The campaign drove the largest single-day sales in company history – about 10% higher than the previous record set on National Burrito Day 2024.”
That year, Chipotle also dealt with a public relations snag when videos of workers “skimping” on scoops were posted on social media. Eventually, former Chipotle CEO Brian Niccol publicly told employees to give big scoops.
Financial results from last year showed that Chipotle’s revenue increased while comparable restaurant sales decreased. First quarter results from this year are scheduled to be announced next month.
AUSTIN, TEXAS - APRIL 26: A customer walks away with their food at a Chipotle Mexican Grill restaurant on April 26, 2023 in Austin, Texas. Chipotle Mexican Grill posted strong quarterly earnings. Chipotle shares climbed as same-store sales rose 10.9%.Photo by Brandon Bell/Getty Images
MIAMI, FLORIDA - FEBRUARY 01: Adam Levine with Maroon 5 performs onstage during the Bud Light Super Bowl Music Fest on February 01, 2020 in Miami, Florida.Photo by Frazer Harrison/Getty Images for Bud Light Super Bowl Music FestWith the “Tatted Like a Chipotle Bag” promotion, more than 12 million impressions and 380,000 engagements were generated on social media, the company said. Its announcement post alone reached more than 8.5 million views and 55,000 shares on Instagram.
"Not every brand can ask customers to wear their love on their skin and have them show up in droves. The fact that a one-hour, in-restaurant offer became the biggest sales day in our history speaks volumes about the passion of our community and the power of leaning into what makes Chipotle unique," said Stephanie Perdue, Interim Chief Marketing Officer for Chipotle.
