Chipotle Teams Up with Tekken to Create New Gaming Experience

Chipotle is once again entering the gaming space, announcing that it is the new official partner of the popular fighting game Tekken 8. 

Through the partnership, the two brands will launch exclusive food and gaming experiences for fans of both the fast-food chain and the video game starting April 8.

Buy Chipotle, Earn Points

A first for both companies, the partnership will offer Tekken players the chance to rack up in-game currency by purchasing Chipotle from its digital app and website via the Chipotle Rewards Exchange. 

 

 

 

 

 

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In order to avail of the promo, customers can simply order online using the promo code EWGF623, which serves as a nod to the iconic "Electric Wind God Fist Move" popularized by the game.

Players can then redeem 500 Tekken points once checkout is completed. 

Tekken 8 Battle Bowl

The brands are upping the ante by launching a new digital menu inspired by the game and its community.

Last January, Tekken gave fans the opportunity to decide on the ingredients to be used in Chipotle's first tie-in dish with the game through a poll posted on X. 

And after 38,000 votes, the two have finally launched the "Tekken 8 Battle Bowl."

The new offering will be available on the Chipotle app and website for a limited time. 

Chipotle's Challenger Series

The mexican food joint's Challenger Series esports competition, in partnership with Sony Interactive Entertainment, has cast Tekken 8 as its flagship game.

The collaboration will mark the first-ever branded tournament on the PlayStation Tournaments platform, with the Grand Finals scheduled for live broadcast on PlayStation esports Twitch and YouTube channels on May 4.

Participants will receive incentives such as complimentary chips and guacamole, while the victorious players will enjoy perks like free Chipotle for a year, a trip to Evo in Las Vegas and a portion of a $20,000 cash prize pool.

Chipotle Presents Evo for Second Year Straight

Lastly, Chipotle is extending its sponsorship of the Evolution Championship Series (Evo) for the second consecutive year.

To enhance the event experience, the Mexican fast-food chain plans to establish an on-site community lounge and distribute complimentary entree cards to winners of various pools.

Additionally, they aim to introduce "Chipotle Extra Match" segments during live broadcasts to keep viewers engaged and provide coverage opportunities for players who might otherwise be overlooked.

Chris Brandt, Chipotle's chief brand officer, explained in a press release that the amazing reception from the Fighting Game Community in the previous year has inspired the brand to double down on their investment. 

"Gaming is a force shaping culture, so it’s imperative that we show up in the right way for this passionate community by providing real value and access to exclusive experiences," he shared.

Editing by Katherine 'Makkie' Maclang