Chipotle is getting into the Halloween spirit by announcing a costume collection with Spirit Halloween. The collection includes bodysuits that resemble a Chipotle napkin, fork, water cup, burrito, and to-go bag. This move builds off a running online joke started by Chipotle a few years ago with fake costume posts. The costumes are not meant to be serious products, but rather clever marketing ploys to generate social media attention.
Other brands have also capitalized on similar joke products, such as Burt’s Bees and Hidden Valley Ranch selling out of lip balms that taste like chicken wings, which started as an April Fool’s joke. Chipotle, in particular, has a history of launching gag products based on popular online jokes. For example, in 2022, they released a lemonade-scented soy candle that looks like a water cup, poking fun at customers who fill water cups with lemonade at the restaurant.
The Chipotle Halloween costumes will be available starting on September 6th for $39.99 in the US and Canada. The sizes range from adult small to XL, and the costumes will be available online as well as at select Spirit Halloween locations in Chicago, Denver, Egg Harbor Township, N.J., Los Angeles, and New York. This Halloween initiative is part of Chipotle’s long-standing tradition of celebrating the holiday, which last year included $4 burritos for customers who showed up in costume on October 31st.
The decision to collaborate with Spirit Halloween for a costume collection comes at a strategic time for Chipotle, as they recently lost their CEO Brian Niccol to Starbucks. Niccol had successfully turned around both Chipotle and Taco Bell, leading to an 800% surge in revenue over the past five years. Chipotle’s chief operating officer, Scott Boatwright, has stepped in as interim CEO. The collaboration with Spirit Halloween is seen as a way for Chipotle to continue engaging with customers and maintaining brand visibility.
Retailers are beginning to release Halloween products earlier and earlier, indicating that the holiday is a sector that appeals to inflation-weary consumers looking to splurge. Chipotle’s Chief Brand Officer, Chris Brandt, stated that the collaboration with Spirit Halloween is an expansion of their popular Halloween tradition, Boorito, which started as a burrito-themed costume contest. Overall, the costume collection is a fun and creative way for Chipotle to engage with customers and generate excitement around the Halloween season.
