In the past couple of months, Chipotle has launched an NBA promotion, an NHL promotion, a golf promotion, a summer giveaway for loyalty program members, and its first new dip in five years.
Don’t expect a promotional slowdown anytime soon. The chain announced today it will launch its first-ever collection of temporary tattoo designs on Friday, June 13. Drawing inspiration from popular memes about people being “tatted like a Chipotle bag,” the chain will drop a limited-edition collection of 13 temporary tattoos that feature designs inspired by signature brand elements, such as real ingredients, the black fork, water cup, and “Chipotle is my life” slogan. Flash tattoo sheets will be issued with in-restaurant orders in 13 Chipotle restaurants from 3 to 4 p.m. local time on June 13, while supplies last.
Additionally, restaurants across the United States will offer a buy-one-get-one deal from 3 to 4 p.m. on that day for all customers with permanent tattoos, temporary tattoos, or drawn-on designs.
June 13 is significant in tattoo culture, particularly when it falls on a Friday the 13th. The tradition began on that day in 2008 when Oliver Peck, co-owner of Elm Street Tattoo in Texas, decided to tattoo the number 13 on as many people as possible within a 24-hour period. This marathon tattooing session resulted in 415 people receiving tattoos in a single day and a Guinness World Record.
“On the biggest day of the year for tattoos, we are honoring our bold superfans who have artwork reminiscent of the designs on Chipotle’s takeout bags,” Chipotle vice president of brand marketing Stephanie Perdue said in a statement. “Fans who aren’t ready to embark on their permanent tattoo journey can try out our 13 new temporary designs and enjoy a BOGO entrée.”
The 13 Chipotle restaurants that will hand out flash tattoo sheets with in-restaurant orders placed include:
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Atlanta: 3424 Piedmont Rd, Atlanta, GA 30305
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Austin: 801 Congress Ave, Austin, TX 78701
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Chicago: 316 N Michigan Ave, Chicago, IL 60601
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Columbus, Ohio: 1726 N High St, Columbus, OH 43201
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Denver: 1644 E Evans Ave, Denver, CO 80210
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La Jolla, Calif.: 8657 Villa La Jolla Dr Ste 209, La Jolla, CA 92037
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Las Vegas: 2540 S Decatur Blvd, Las Vegas, NV 89102
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Los Angeles: 301 N Larchmont Blvd, Los Angeles, CA 90004
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Miami: 891 South Miami Ave, Miami, FL 33130
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New York: 864 Broadway, New York, NY 10003
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Portland: 240 SW Yamhill St, Portland, OR 97204
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Philadelphia: 1000 S Broad St, Philadelphia, PA 19146
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San Francisco:3251 20th Ave, San Francisco, CA 94132
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Scottsdale, Ariz.: 15425 N Scottsdale Rd, Scottsdale, AZ 85254
On the heels of a rare quarter of traffic and sales declines at the chain, chief executive officer Scott Boatwright said marketing during the summer months will be a bigger priority. He added that Chipotle will “meaningfully ramp up” its marketing investments to better compete with peers who tend to spend at higher levels during the summer.
“The last couple of years we’ve seen a step down in the business during that summer timeframe,” Boatwright said during the company’s earnings call in late April. “The team has come up with a plan that will reach consumers and keep us relevant with consumers more consistently throughout the summer. (We’re) thinking about what’s possible with streaming, social activations … some digital activation. I think it will have a meaningful impact on the summer.”
Contact Alicia Kelso at [email protected]
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