Chipotle is getting into the (virtual) Halloween spirit.
Today, the company announced it will become the first restaurant brand to open a virtual location on Roblox on Oct. 28 as part of its 21st annual "Boorito" event.
Chipotle is the latest brand to tap into the appeal of Roblox, an online arcade-style metaverse popular among children. Users, through their avatars, play together in a series of minigames. The platform also allows players and brands to create their own worlds for other players to visit.
Hyundai, Warner Bros. and Mattel have held branded Roblox events, which are often ways for these brands to connect with younger audiences.