As more brands started experimenting with Roblox activations, Chipotle knew it wanted to be part of the space. But how does a physical food chain work in the metaverse—and would customers care?

“We were super curious about Roblox,” said Jenny Williams, Chipotle’s manager of social, digital and Web3. “We started using social listening to research it. When we dug in, we saw that our community was already there, creating Chipotle-inspired accessories or having the brand in their username. They opened the door.”

That was enough for Williams and her team to try the brand’s first Roblox activation in October 2021, a virtual Boorito Maze where players could earn coupons and dress their avatars in brand-themed costumes. In April 2022, the brand launched its Burrito Builder, which featured a Roblox version of its original Denver location. Fans again could play to earn discounts on IRL food.

Most recently, Roblox users who tried the brand’s grill simulator got a code to sample a new steak option a day before the general public. According to Williams, all of the activations combined had an average of 14 minutes of playtime—longer than most customers spend ordering their food in physical locations.

Social listening also informed Chipotle’s forays into the cryptocurrency space. 

For National Avocado Day, the brand launched a game called Buy the Dip, in which players could earn giveaways of Bitcoin, Solana and Ethereum, as well as pay for their Chipotle order with crypto. The brand saw another opportunity around the Ethereum Merge from a proof-of-work to a proof-of-stake mechanism. Chipotle partnered with payment platform Flexa for a “proof-of-steak” promo that gave customers 99% off their order when they paid for their food with Ethereum. The promo sold out in 58 hours.

“We try to give value back to our communities,” Williams said. “You want them to have a ‘Chipotle gets me’ moment.”

How is new technology changing the way you work?

Tech makes work more efficient and effective. With the rise of AI and tools like ChatGPT, you’re able to get tasks done more quickly, whether it’s writing an email or looking for a source of inspiration for a project.

What piece of technology could you absolutely not live without?

My AirPods. They change your everyday user experience when working and communicating.

What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet?

Recently, I’ve been relying on TikTok search to stay up-to-date on what’s happening in Web3. I stumbled across @Rileybrown.ai and follow his posts religiously. He breaks down all of the latest advancements in AI in an engaging and simple way. I also can’t live without @Metav3rse and @eluna.ai on Instagram—Roberto Nickson leads both and is my go-to—as well as TheFutureParty newsletter; it casts a wide net of what’s happening in culture, including Web3-specific topics and Web3 Twitter threads.

What is the biggest technical leap you’ve had to adjust to in your career and how did you do it?

I’m obsessed with white space and look at technical leaps as an area of opportunity and excitement. One of the exciting leaps was the emergence of social media when I was in college. It established a new one-to-one connection with communities, and I ended up building my career around social. The next leap was the emergence of Web3 and the metaverse. To make the leap, I leaned on having insane curiosity, diving in with a community-first mindset, looking for authentic and innovative ways for Chipotle to activate, and working closely with our extremely talented organization that enjoys learning about new spaces and taking thoughtful risks.