Chipotle Embraces Friday the 13th with Tattoo-Inspired Deal
Chipotle has announced a special offer on Friday the 13th, transforming the traditionally unlucky day into a promotional opportunity. The campaign draws from online memes suggesting some fans are “tatted like a Chipotle bag”. Customers who showcase tattoos between 3 p.m. and 4 p.m. local time will receive a buy-one-get-one deal.
Chipotle’s all new BOGO offer
Tattoos of Any Kind Qualify for Offer
The promotion accepts all tattoo types including permanent, temporary and drawn-on designs. Chipotle confirmed eligibility details in a company announcement.
Limited-Edition Temporary Tattoos Launched Nationwide
Chipotle is also releasing 13 limited-edition temporary tattoo designs inspired by brand elements. These include black forks, fresh ingredients and the slogan “Chipotle is my life”. This marks the first official tattoo-themed release by the fast-casual restaurant.
Chipotle is launching 13 limited-edition tattoo designs
Statement from Chipotle on the Campaign’s Purpose
“On the biggest day of the year for tattoos, we are honouring our bold superfans who have artwork reminiscent of the designs on Chipotle’s takeout bags,” said Stephanie Perdue, Vice President, Brand Marketing. “Fans who aren’t ready to embark on their permanent tattoo journey can try out our 13 new temporary designs and enjoy a BOGO entrée.”
Flash Tattoo Sheets Available at Select Locations
From 3 p.m. to 4 p.m., 13 select Chipotle restaurants across the United States will distribute flash tattoo sheets. These will be provided with in-restaurant orders during the offer window while supplies last.
Participating Stores Across Key US Cities
Eligible locations for tattoo giveaways include Chipotle stores in Atlanta, Austin, Chicago and Columbus. Additional cities include Denver, La Jolla, Las Vegas, Los Angeles and Miami. Locations in New York, Portland, Philadelphia, San Francisco and Scottsdale are also involved.
Address Listings for Tattoo Giveaway Stores
- Atlanta: 3424 Piedmont Rd, Atlanta, GA 30305
- Austin: 801 Congress Ave, Austin, TX 78701
- Chicago: 316 N Michigan Ave, Chicago, IL 60601
- Columbus: 1726 N High St, Columbus, OH 43201
- Denver: 1644 E Evans Ave, Denver, CO 80210
- La Jolla: 8657 Villa La Jolla Dr Ste 209, La Jolla, CA 92037
- Las Vegas: 2540 S Decatur Blvd, Las Vegas, NV 89102
- Los Angeles: 301 N Larchmont Blvd, Los Angeles, CA 90004
- Miami: 891 South Miami Ave, Miami, FL 33130
- New York: 864 Broadway, New York, NY 10003
- Portland: 240 SW Yamhill St, Portland, OR 97204
- Philadelphia: 1000 S Broad St, Philadelphia, PA 19146
- San Francisco: 3251 20th Ave, San Francisco, CA 94132
- Scottsdale: 15425 N Scottsdale Rd, Scottsdale, AZ 85254
Chipotle Launches New Dip for the First Time Since 2020
In a separate update, Chipotle has unveiled Adobo Ranch, its first new dip in five years. The dip joins the menu following Queso Blanco’s 2020 launch. Chipotle stated the dip uses only real ingredients.
Chipotle’s new Adobo Ranch dip
Adobo Ranch Available at All US and Canadian Locations
Adobo Ranch will be released across all Chipotle locations in the United States and Canada starting 17 June. This marks a significant product addition following a half-decade pause.
Chipotle Rewards Members Receive Early Access
Chipotle Rewards members will receive a free side of Adobo Ranch on launch day, 17 June. Customers must enrol in the program by 11 p.m. local time on Monday, 16 June to qualify.
Also Read: Friday the 13th: History, Superstition, and Modern Fears
New Members Also Receive Guacamole Bonus
New Chipotle Rewards members will receive an additional bonus of free guacamole with registration. This move aims to increase signups and promote the Rewards program.
Brand Activates on Key Cultural Moment
Chipotle’s marketing strategy aligns its promotions with Friday the 13th, leveraging internet culture and consumer rituals. The campaign integrates memes, tattoo culture and loyalty incentives into a single national push.
Chipotle Continues to Engage with Younger Audiences
The use of temporary tattoos and limited-edition merchandise signals Chipotle’s ongoing focus on Gen Z and millennial engagement. Both promotional offers highlight the company’s digital-first marketing approach.
Friday the 13th BOGO Aimed at Driving Afternoon Traffic
By limiting the BOGO offer to a one-hour window, Chipotle encourages time-sensitive visits. The 3 p.m. to 4 p.m. timeframe supports increased mid-afternoon foot traffic and operational efficiency.
Company Leverages Cultural Trends for Business Impact
Chipotle’s Friday the 13th promotion and Adobo Ranch release demonstrate the brand’s ability to adapt to cultural moments. With meme-based marketing and targeted product launches, Chipotle maintains visibility in a crowded market.
