- Diplo recently comped the meals of 100 people at Chipotle using his Celebrity Card.
- The personalized card grants unlimited Chipotle for a year, and can be renewed annually.
A lucky group of 100 Chipotle-goers had their orders comped last week thanks to Diplo, who used his "Chipotle Celebrity Card" to pay for their meals.
The DJ went viral on TikTok after sharing a video of himself using the exclusive card to cover their orders. "Just hung out while everyone got their free food and people were so confused," he wrote in the clip, which showed the reactions of shocked and excited customers as they discovered their food was free.
@diplo everyone is a celebrity when im at chiptole
♬ Cumbia Buena - Grupo La Cumbia
Chipotle's TikTok account commented on Diplo's video saying, "Celeb card holders take note."
But what is the Chipotle Celebrity Card, and who gets one?
The Chipotle Celebrity Card is gifted to a select group of celebrities, athletes, musicians, and other notables who are outspoken superfans of the brand.
The card — which is specially designed and personalized for the recipient, and can only be used by the person it's made for — allows the holder to order free food from the restaurant for one year.
"To be considered for a Celebrity Card, you must be an authentic fan of Chipotle and organically be sharing your passion for the brand in everyday life," Candice Beck, director of social and influencers at Chipotle, told Insider.
According to Beck, the Chipotle Celebrity Card was first created for Ozzy Osbourne in 2003, after the musician and television personality regularly hyped up the chain on The Ozzy Osbourne Show.
Beck said the Chipotle Celebrity Card is typically only valid for one year in order to ensure they are "held by our most dedicated fans and those who continue to celebrate the brand." Chipotle evaluates Celebrity Cards for renewals annually, except in the case of Osbourne, who is a cardholder for life, Beck said.
Once the selections are made, Chipotle delivers the cards in a "custom Baltic birch plywood box with a Chipotle in-house design etched into the top of the box," according to Beck.
And the box isn't the only elaborate part of delivery — Beck said Celebrity Card deliveries are often "tailored specifically to the recipient." Addison Rae's Celebrity Card, for example, was delivered to her by Tony Hawk on a customized Chipotle skateboard.
While some cardholders use their card "almost daily," others use theirs with "moderate frequency," Beck said.
"Over the past twenty years, this program has become iconic to our brand," Beck said. "We receive daily inquiries from guests, athletes, agents, and others sharing their love for our food and requesting information on how to acquire one."