Chipotle Mexican Grill has partnered with Spirit Halloween, the well-known seasonal costume retailer, to launch a quirky and playful costume collection ahead of Halloween 2024. This marks the fast-casual chain’s latest venture into the festive season, capitalizing on its prior success with humorous online gags.
The collection features bodysuits designed to resemble Chipotle items, including a napkin, fork, water cup, burrito, and to-go bag. The idea originated from Chipotle’s social media, where the company previously teased costume ideas like a “Chipotle Fork” and “Chipotle Napkin” as jokes. The popularity of these posts led to this full-scale collaboration.
The costumes will be available for purchase starting September 6th, priced at $39.99 in the U.S. and Canada. Sizes range from adult small to XL, with availability in select Spirit Halloween locations in cities like Chicago, Denver, Los Angeles, and New York. While the collection will be sold primarily online, it reflects a growing trend of retailers releasing Halloween products earlier to appeal to customers eager to spend on seasonal items, despite economic challenges.
This collaboration comes at a pivotal moment for Chipotle. The company recently saw a leadership shake-up, as its CEO, Brian Niccol, was recruited by Starbucks in August after successfully revitalizing both Chipotle and Taco Bell. Under Niccol’s leadership, Chipotle’s revenue surged over 800% in the past five years. As a result, Chipotle’s Chief Operating Officer, Scott Boatwright, has stepped in as interim CEO.
The costume collaboration is the latest marketing strategy for Chipotle, which has long embraced Halloween with its popular “Boorito” promotion—offering discounted burritos to customers in costume. Chris Brandt, Chipotle’s Chief Brand Officer, emphasized that the partnership with Spirit Halloween builds on the company's tradition of engaging customers with Halloween-themed fun, stating, "We’re taking it to the next level with the launch of our first-ever costume collection."
By tapping into the Halloween season, Chipotle hopes to continue leveraging its strong brand presence and creative marketing to connect with customers in new, engaging ways.
The collection features bodysuits designed to resemble Chipotle items, including a napkin, fork, water cup, burrito, and to-go bag. The idea originated from Chipotle’s social media, where the company previously teased costume ideas like a “Chipotle Fork” and “Chipotle Napkin” as jokes. The popularity of these posts led to this full-scale collaboration.
The costumes will be available for purchase starting September 6th, priced at $39.99 in the U.S. and Canada. Sizes range from adult small to XL, with availability in select Spirit Halloween locations in cities like Chicago, Denver, Los Angeles, and New York. While the collection will be sold primarily online, it reflects a growing trend of retailers releasing Halloween products earlier to appeal to customers eager to spend on seasonal items, despite economic challenges.
This collaboration comes at a pivotal moment for Chipotle. The company recently saw a leadership shake-up, as its CEO, Brian Niccol, was recruited by Starbucks in August after successfully revitalizing both Chipotle and Taco Bell. Under Niccol’s leadership, Chipotle’s revenue surged over 800% in the past five years. As a result, Chipotle’s Chief Operating Officer, Scott Boatwright, has stepped in as interim CEO.
The costume collaboration is the latest marketing strategy for Chipotle, which has long embraced Halloween with its popular “Boorito” promotion—offering discounted burritos to customers in costume. Chris Brandt, Chipotle’s Chief Brand Officer, emphasized that the partnership with Spirit Halloween builds on the company's tradition of engaging customers with Halloween-themed fun, stating, "We’re taking it to the next level with the launch of our first-ever costume collection."
By tapping into the Halloween season, Chipotle hopes to continue leveraging its strong brand presence and creative marketing to connect with customers in new, engaging ways.