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Chipotle launched its first branded Roblox experience in October 2021. Subsequently, the popular chain has strived to expand its presence on the platform and position itself as a forward-thinking, tech-savvy brand. In an exclusive interview with The Drum, Chipotle’s CMO Chris Brandt reflects on the brand’s year in the metaverse, how to not be lame on Roblox and why you shouldn’t trust your instincts in this strange and unfamiliar virtual space.
Since 2021, the metaverse has become a key area of focus for a growing number of brands — a virtual goldmine of opportunity that promises vast new marketing opportunities, new revenue streams and new modes of engagement with Gens Z and Alpha.
The problem is that the metaverse is notoriously confusing. Though it’s a tipic that’s often bandied about in board meetings, many brands are struggling to understand how they can establish a legitimate presence in this (still quite vague) virtual world. A small handful of brands, however, have managed not only to establish their presence in the metaverse but also to build virtual experiences that are rich and engaging for their audiences.
This is no small feat. The metaverse can feel like a foreign country, rife with unfamiliar lingo and customs. At the moment, “the metaverse” is largely synonymous with gaming, specifically online multiplayer games like Roblox and The Sandbox. This is a community that’s overflowing with devoted members who are, generally speaking, well attuned to corporate bullshit — that is, they can tell when a company is trying to enter the space, acting like they belong, when it’s clear they haven’t put in the work to understand how that community works. It’s a bad look, like Steve Buscemi holding a skateboard and trying to blend in among teenagers. (“How do you do, fellow kids?”)
One brand that’s managed to tread the knife-edge of establishing a foothold in the metaverse is Chipotle Mexican Grill. Just over one year ago (in October…
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