Dive Brief:

• Chipotle detailed a partnership with Capcom’s Street Fighter 6 that includes activations on a variety of platforms, according to a press release.
• The partnership gives consumers the ability, for a limited time, to earn in-game currency by making purchases through the chain’s digital platforms. Street Fighter 6 will also feature multiple Chipotle integrations such as branded avatar items.
• As part of the partnership, which also includes activations at several tournaments, Chipotle will become the first restaurant brand to give free food as a viewer reward on Twitch. The extensive partnership demonstrates how brands can engage with gamers across channels.

Dive Insight:

Chipotle has already made heavy investments in the gaming community and is now looking to solidly integrate itself with a game. The Street Fighter series is one of the top-selling fight-game franchises of all time, making it an ideal partner for the chain as it presents numerous in-game marketing opportunities. Outside of branded avatars, Street Fighter 6 will feature in-game integrations such as Chipotle Daily Brackets and Battle Hub signage, set to debut later this year.

The chain’s activations around the game heavily involve its mobile app and website, digital channels that have driven revenue growth in recent years. In 2022, digital sales represented nearly 40% of Chipotle’s food and beverage revenue. Beginning June 2, consumers will be able to use a promo code to redeem 250 fighter coins while supplies last. Members of the chain’s rewards program can also exchange 250 points in its reward exchange for 250 fighter coins.

Chipotle is also rewarding those who stream the game, not just play it themselves. Chipotle Rewards members who watch at least one hour of streamed Street Fighter 6 content on participating channels have the ability to earn one of 500,000 free chips and guac orders — making it the first brand to trade free food for Twitch viewing time, per press materials.

In addition to activations on digital channels, the partnership includes other sponsorship elements. Street Fighter 6 will be the title game of the Chipotle Challenger Series, which will return June 17. The chain is set to sponsor PlayStation media advertiser Combo Breaker, and will serve as a presenting sponsor of the 2023 Evolution Championship Series, sponsorships that extend the chain’s visibility at key gaming events.

The fast casual chain has long turned to video gaming communities for promotional opportunities. In 2022, the brand launched a Roblox experience which allowed players to roll burritos for real-life food, as well as hosting a virtual Halloween restaurant on the same platform.