Chipotle today announced a new partnership with Tekken 8, the latest release from the popular fighting game franchise that was released earlier this year. The partnership allows players to earn in-game currency through digital entrée purchases made either via the brand’s website or app using the promo code EWGF623.
With qualifying orders, players can receive a code for 500 Tekken coins. Chipotle Rewards members can also redeem 250 points in the Chipotle Rewards Exchange to receive an additional coin for 500 Tekken coins.
Chipotle has also introduced a new digital exclusive menu item – the Tekken 8 Battle Bowl, which was created with input from the Tekken community during the Tekken World Tour Finals in January. The bowl includes chicken, white rice, black beans, tomato salsa, chili-corn salsa, fajita veggies, cheese, and guacamole.
With this partnership, Chipotle is tapping into a vast community. Tekken is one of the best-selling fighting game franchises, according to Video Game Sales Wiki, having sold more than 55 million units worldwide. Tekken 8, released in January, sold over 2 million copies in the first month, surpassing its preceding installment.
Chipotle is leveraging Tekken’s popularity even further by serving as the first-ever sponsor of a PlayStation Tournament. The 2024 Chipotle Challenger Series takes place this month and features Tekken 8 as its title game. The grand finals event is May 4 on the PlayStation esports Twitch and YouTube channels, with two winners receiving free Chipotle for a year, a trip to Evo and a share of the $20,000 cash prize.
The Chipotle/Tekken 8 tie-up comes as the restaurant chain is set to serve as a presenting sponsor of the Evolution Championship Series (Evo) for the second year in a row after what the company called “massive fanfare” in 2023. For the event, in Las Vegas in July, Chipotle will have an on-site community lounge and will introduce Chipotle Extra Match segments during a live broadcast.
“The amazing reception we received from the Fighting Game Community in 2023, notably Evo attendees cheering for our ads when they aired during the competition, has inspired us to double down on our investment in FGC (fighting game community),” Chris Brandt, Chipotle’s chief brand officer, said in a statement. “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.”
Indeed, this isn’t the first time Chipotle has partnered with the gaming community. Last year, the chain served as an official launch partner of Street Fighter 6, in which players could also earn in-game currency while placing a digital order. Other chains, including KFC, have also targeted the gaming community for promotional activity, illustrating the potential to reach consumers through popular gaming platforms.
The global gaming industry is expected to be worth $321 billion by 2026, according to PwC’s Global Entertainment and Media Outlook 2022-26. That growth is coming from all demographics – from moms to baby boomers. But it’s the coveted Gen Z generation and its $360 billion of disposable income that may be the biggest target. According to Deloitte, roughly three in 10 Gen Z teens (27%) say gaming is their favorite entertainment activity.
Contact Alicia Kelso at [email protected]