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  4. I visited Chipotle in the metaverse to try and understand why restaurant chains are flocking to it, and the experience left me both baffled and hungry

I visited Chipotle in the metaverse to try and understand why restaurant chains are flocking to it, and the experience left me both baffled and hungry

I visited Chipotle in the metaverse to try and understand why restaurant chains are flocking to it, and the experience left me both baffled and hungry
Mary Meisenzahl/Insider
  • Chipotle is experimenting with digital restaurants in Roblox.
  • I visited the virtual location and made burritos.

Chipotle recently launched its second foray into the metaverse in Roblox, so I decided to visit and see what it was really like.

Chipotle recently launched its second foray into the metaverse in Roblox, so I decided to visit and see what it was really like.
Mary Meisenzahl/Insider

I've never played Roblox before, so I was prompted to make an account.

I
Mary Meisenzahl/Insider

Roblox is a free gaming platform with over 100 million active users, many of whom are children.

Roblox is a free gaming platform with over 100 million active users, many of whom are children.
Mary Meisenzahl/Insider

Source: Insider

I'm not much of a gamer, but I was able to install the game in about five minutes by following some easy instructions.

I
Mary Meisenzahl/Insider

I preemptively closed Slack and Photoshop, correctly anticipating that Roblox would have my computer's fan going into overdrive.

I preemptively closed Slack and Photoshop, correctly anticipating that Roblox would have my computer
Mary Meisenzahl/Insider

As soon as the game opened, a text bubble informed me that I'd been dropped outside of the first Chipotle in 1993.

As soon as the game opened, a text bubble informed me that I
Mary Meisenzahl/Insider

There were shortcuts to see the leaderboard of other players, emotes I could use, and inventory, though I didn't have any yet.

There were shortcuts to see the leaderboard of other players, emotes I could use, and inventory, though I didn
Mary Meisenzahl/Insider

The intersection where I was dropped leaned heavily into the '90s aesthetic, with a "Burritobuster" stylized like Blockbuster across the street from Chipotle.

The intersection where I was dropped leaned heavily into the
Mary Meisenzahl/Insider

I was assigned an avatar with red hair and a denim jacket.

I was assigned an avatar with red hair and a denim jacket.
Mary Meisenzahl/Insider

The red arrows pointed me towards Chipotle, and I quickly realized I could move using the arrow keys.

The red arrows pointed me towards Chipotle, and I quickly realized I could move using the arrow keys.
Mary Meisenzahl/Insider

The Chipotle looks notably different from the restaurant's style today, true to the original location.

The Chipotle looks notably different from the restaurant
Mary Meisenzahl/Insider

The little details really hammered home the idea that I was transported back in time — especially the payphones on every corner.

The little details really hammered home the idea that I was transported back in time — especially the payphones on every corner.
Mary Meisenzahl/Insider

After exploring outside a bit, I followed the arrows to go inside Chipotle.

After exploring outside a bit, I followed the arrows to go inside Chipotle.
Mary Meisenzahl/Insider

The interior looked more familiar to me, like any other Chipotle I've been inside.

The interior looked more familiar to me, like any other Chipotle I
Mary Meisenzahl/Insider

I made my way to the Chipotle worker at the cash register, who told me I was also part of the crew.

I made my way to the Chipotle worker at the cash register, who told me I was also part of the crew.
Mary Meisenzahl/Insider

I noticed other players around me had customized outfits, like the minion pants on the player behind my Chipotle coworker.

I noticed other players around me had customized outfits, like the minion pants on the player behind my Chipotle coworker.
Mary Meisenzahl/Insider

Next, it was time to play the burrito builder game, which Chipotle has promoted as a highlight of the Roblox installation.

Next, it was time to play the burrito builder game, which Chipotle has promoted as a highlight of the Roblox installation.
Mary Meisenzahl/Insider

Source: Insider

The game fits its "burrito builder" name. Customers come up to the counter and show small pictures of ingredients they want in their burritos, which you must drag onto their moving tortilla before it gets to the end of the line.

The game fits its "burrito builder" name. Customers come up to the counter and show small pictures of ingredients they want in their burritos, which you must drag onto their moving tortilla before it gets to the end of the line.
Mary Meisenzahl/Insider

Once the ingredients are added, use the arrow keys to roll up the burrito.

Once the ingredients are added, use the arrow keys to roll up the burrito.
Mary Meisenzahl/Insider

I got through four burritos before I failed, but I earned some burrito bucks for my trouble.

I got through four burritos before I failed, but I earned some burrito bucks for my trouble.
Mary Meisenzahl/Insider

I also briefly made it onto the leaderboard of my server.

I also briefly made it onto the leaderboard of my server.
Mary Meisenzahl/Insider

After I exited the game, my Chipotle coworker directed me to the pickup shelf for another game.

After I exited the game, my Chipotle coworker directed me to the pickup shelf for another game.
Mary Meisenzahl/Insider

I grabbed my backpack from the pickup shelf, starting the five-minute timer for the next game.

I grabbed my backpack from the pickup shelf, starting the five-minute timer for the next game.
Mary Meisenzahl/Insider

The game is all about delivering burritos to customers' homes, a major part of Chipotle's business in recent years.

The game is all about delivering burritos to customers
Mary Meisenzahl/Insider

Source: Insider

I stepped outside in my newly-acquired Chipotle uniform.

I stepped outside in my newly-acquired Chipotle uniform.
Mary Meisenzahl/Insider

The backpack comes with a map that shows photos of five destinations where burritos must be delivered.

The backpack comes with a map that shows photos of five destinations where burritos must be delivered.
Mary Meisenzahl/Insider

The objective is to deliver the burritos to the right locations before time runs out.

The objective is to deliver the burritos to the right locations before time runs out.
Mary Meisenzahl/Insider

The town surrounding the virtual Chipotle has a few blocks of houses, apartments, and stores to search for deliveries.

The town surrounding the virtual Chipotle has a few blocks of houses, apartments, and stores to search for deliveries.
Mary Meisenzahl/Insider

At first, I didn't do very well at the game, because many of the houses look similar.

At first, I didn
Mary Meisenzahl/Insider

Eventually, I figured it out, and it was a moderately fun way to kill a few minutes.

Eventually, I figured it out, and it was a moderately fun way to kill a few minutes.
Mary Meisenzahl/Insider

The games are all about accumulating prizes and burrito bucks, which can be exchanged for other items in the game. Some players can also win a free burrito at a real Chipotle.

The games are all about accumulating prizes and burrito bucks, which can be exchanged for other items in the game. Some players can also win a free burrito at a real Chipotle.
Mary Meisenzahl/Insider

I won this little "burrito buddy" for the deliveries.

I won this little "burrito buddy" for the deliveries.
Mary Meisenzahl/Insider

Then, I talked to the cashier, where I learned that burrito bucks can be exchanged for in-game advantages.

Then, I talked to the cashier, where I learned that burrito bucks can be exchanged for in-game advantages.
Mary Meisenzahl/Insider

I explored a bit around the kitchen in the back of house.

I explored a bit around the kitchen in the back of house.
Mary Meisenzahl/Insider

I wandered back into the walk-in refrigerator, where renderings of all of Chipotle's ingredients were stacked on shelves.

I wandered back into the walk-in refrigerator, where renderings of all of Chipotle
Mary Meisenzahl/Insider

There was a light in the middle of the refrigerator with the option to teleport, the most unexpected part of the Roblox world for me so far.

There was a light in the middle of the refrigerator with the option to teleport, the most unexpected part of the Roblox world for me so far.
Mary Meisenzahl/Insider

I landed in an outdoor area that I quickly realized was Chipotle's previous Roblox promotion from Halloween.

I landed in an outdoor area that I quickly realized was Chipotle
Mary Meisenzahl/Insider

I walked around the corn maze a bit.

I walked around the corn maze a bit.
Mary Meisenzahl/Insider

Then, I talked to the skeleton host, who told me I could wear a Chipotle-themed Halloween costume.

Then, I talked to the skeleton host, who told me I could wear a Chipotle-themed Halloween costume.
Mary Meisenzahl/Insider

Although there were several options, I couldn't resist the mummy burrito look.

Although there were several options, I couldn
Mary Meisenzahl/Insider

I wore my new costume into the second Metaverse Chipotle, this one a more modern design.

I wore my new costume into the second Metaverse Chipotle, this one a more modern design.
Mary Meisenzahl/Insider

After spending time exploring Chipotle's metaverse restaurants and playing all the available games, I didn't understand the appeal any more than I had before.

After spending time exploring Chipotle
Mary Meisenzahl/Insider

The games were fun for a few minutes, though I don't think I'll go out of my way to play again.

The games were fun for a few minutes, though I don
Mary Meisenzahl/Insider

I don't really understand what Chipotle gets out of it, though, or why I as a customer should come back and play again.

I don
Mary Meisenzahl/Insider

Roblox is primarily popular with children, who don't necessarily have the buying power or access to buy Chipotle themselves.

Roblox is primarily popular with children, who don
Mary Meisenzahl/Insider

Talking and thinking about burritos made me a bit hungry, but I didn't feel compelled to head to Chipotle after I logged out.

Talking and thinking about burritos made me a bit hungry, but I didn
Mary Meisenzahl/Insider

Quick service restaurants like Chipotle, Wendy's, and others are popular in large part because of their convenience and relative affordability.

Quick service restaurants like Chipotle, Wendy
Mary Meisenzahl/Insider

Source: Insider

Metaverse restaurants by their nature can't replicate these features, and I don't see them catching on with typical consumers any time soon.

Metaverse restaurants by their nature can
Mary Meisenzahl/Insider

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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