Chipotle is getting into the Halloween spirit with a new costume collection in partnership with Spirit Halloween. The fast-casual chain announced the collaboration on Wednesday, featuring a range of bodysuits designed to resemble Chipotle items like a napkin, fork, water cup, burrito, and to-go bag.
This collection builds on a playful online trend. Two years ago, Chipotle shared a mock “Chipotle Fork” bodysuit with the caption “Found ur costume.” Last year, they followed up with a “Chipotle Napkin” costume on Instagram.
Chipotle is not the first brand to turn a joke into merchandise. Earlier this year, Burt’s Bees and Hidden Valley Ranch sold out of lip balms that tasted like chicken wings, which began as an April Fool’s prank.
These novelty costumes are not primarily aimed at boosting profits.
For example, the Chipotle Fork costume is simply a basic black polyester bodysuit. Instead, these products serve as clever marketing strategies to attract attention on social media. In 2022, Chipotle launched a lemonade-scented soy candle designed to look like a water cup, poking fun at customers who fill complimentary water cups with lemonade.
The costumes will be available for purchase starting September 6, priced at $39.99 in the U.S. and Canada. Sizes range from adult small to XL. While available online, the costumes will also be sold at select Spirit Halloween locations in cities like Chicago, Denver, Egg Harbor Township, Los Angeles, and New York.
Chipotle has a history of engaging with Halloween festivities. Last year, the chain offered $6 burritos for customers who arrived in costume on October 31.
As retailers launch Halloween products earlier each year, it shows that consumers are willing to indulge despite inflation.
“Our beloved Halloween tradition, Boorito, started with a burrito-themed costume contest, and now we’re elevating it with our first-ever costume collection in collaboration with Spirit Halloween,” said Chris Brandt, Chipotle’s chief brand officer.
This partnership comes at a crucial time for Chipotle. In August, Starbucks hired Chipotle’s CEO Brian Niccol, who had successfully revitalized both Chipotle and Taco Bell. Under his leadership, Chipotle’s revenue has surged over 800% in the past five years. Scott Boatwright, the chain’s chief operating officer, is now serving as Chipotle’s interim CEO.