- Chipotle offered a Halloween deal for an entree for $6 online or in-app with promo code "Boorito."
- Many customers had issues with the app, so Chipotle eventually told stores to honor it in-person.
Chipotle customers are booing the company's Halloween "Boorito" promotion after technical issues kept many of them from getting the deal.
The company offered a deal this year where rewards members could get an entree for $6 on Halloween, from 3 p.m. local time to store closing, by using the promo code BOORITO online or in the app.
Let's just say it didn't go very smoothly.
From the get-go, customers reported having issues using the promo code. Some rewards members were able to add the promo code, only for the app to say there was a "missing item," though an eligible entree was already in the order. Others reported waiting hours for the text verification code necessary to access their rewards accounts. The Chipotle app also froze or crashed for many users.
After receiving an influx of complaints mere minutes into the eligible time period for the deal, Chipotle posted on X, formerly known as Twitter, that it was aware of the issues and its IT team was working on a resolution. The company later told customers that stores would honor the deal in-person.
Chipotle says the volume of people trying to get the deal caused the issues.
"Due to extraordinary demand, we temporarily experienced intermittent technical issues on the app and website for guests placing digital orders yesterday," chief corporate affairs officer Laurie Schalow told Insider in a statement. "We resolved the issue and honored the promotional offer inside our restaurants and on digital."
Chipotle has run into challenges before with its Halloween promotion, which has changed a few times over the years.
In 2021, when the offer was for a $5 entree online or in-app from 5 p.m. local time until closing, customers also struggled with the app crashing for a short period, and workers were overwhelmed with an onslaught of orders.
Last year, when the offer was available in-person again for the first time since 2019, several Chipotle employees told Insider they saw lower-than-expected traffic and didn't meet sales projections; the offer in 2022 was for a $6 entree for costume-wearing customers visiting Chipotle after 3 p.m. local time on Halloween, up $1 from the year prior.
Besides increasing prices over the years on its Halloween deal, which used to be free, Chipotle also recently raised its regular menu prices for the fourth time in two years.