Quick Summary

  • Chipotle is tying rewards to in-game performance through a new activation with the golf video game PGA Tour 2K25, based on the golf tour organization of the same name. Details were shared exclusively with Marketing Dive by the brand.
  • The Mexican-style fast-casual chain will introduce three challenges in the game, where players can win rewards such as free entrées, double protein, and in-game gear like a Chipotle pepper bucket hat. The brand is also launching a physical divot repair tool inspired by its black fork.
  • Accompanying the in-game activation is a video featuring PGA Tour players Mark Hubbard and Joel Dahmen. The activation is part of a larger strategy to expand the brand's presence in golf.

Deep Dive

Chipotle is combining golf and gaming through a new partnership with PGA Tour 2K25. The in-game activation and physical merchandise further strengthen the chain's association with the sport. Through a multi-year partnership announced in January, Chipotle has become the official Mexican restaurant and the official supplier of burritos, tacos, and quesadillas for the PGA Tour and PGA Tour Champions.

This activation makes Chipotle the first brand to offer real food rewards based on players' in-game performance. Players can participate in a series of challenges in MyCareer mode. The three chapters of the Chipotle Hot Streak Quest—"Fairway to Foil," "Extra Protein," and "No Spill, All Skill"—are all designed around brand themes. Performance-linked exclusive in-game gear includes a taco headpiece, a "Chi-Putt-Le" putter, a Chipotle polo shirt, and golf pants inspired by the brand's foil wrap.

This divot repair tool is not the fast-food chain's first golf product. Previously, the brand partnered with golf equipment company Cobra to launch a foil-wrapped burrito-shaped headcover. The product was relaunched in May when it was sold in a limited drop via Max Homa's Instagram stories. An additional 250 units were made available for Chipotle Rewards members to purchase. Similar to the burrito headcover, rewards members can redeem 10 points for a chance to win this repair tool.

"Whether watching tournaments, playing on the weekend, or competing in PGA TOUR 2K25, golf fans are looking for new ways to engage with the sport," said Stephanie Perdue, senior vice president of brand marketing at Chipotle, in press materials. "This partnership allows us to meet them where they are already spending time and reward their passion with experiences that extend from the game into the real world."

Previously, the brand relied heavily on the Roblox platform to reach Gen Z and Gen Alpha consumers. In 2022, the brand ran a similar activation on the platform where players could roll virtual burritos to redeem codes for real entrées. This in-game partnership with PGA Tour 2K25 reflects a broader industry trend toward in-game advertising as technology and integration opportunities improve. In June, Electronic Arts, the publisher behind titles like The Sims and Madden NFL, launched an advertising platform to help brands integrate with its game library.

The initiative also promotes Chipotle's rewards program. The brand recently relaunched the program, aiming to boost in-restaurant reward transactions and sign-ups. While about 90% of app transactions are linked to the rewards program, only about 20% of in-restaurant transactions are linked, CEO Scott Boatwright told investors on the Q1 earnings call. To increase sign-ups, the brand has implemented QR codes and menu boards in stores and incentivized employees to promote the program. Since the relaunch began in April, average daily sign-ups have grown by nearly 25%.

According to financial reports, Chipotle's first-quarter revenue reached $3.1 billion, up 7.4% year over year.

Correction: This article has been updated to accurately attribute the quote to Stephanie Perdue, senior vice president of brand marketing at Chipotle.