Get ready to say “happy birthday” to your favorite foil-wrapped meal. In two weeks, Chipotle Mexican Grill (NYSE: CMG) will celebrate its 20 th anniversary with a three-week-long treasure hunt, “Adventurrito,” that will take participants through a series of 20 online puzzles and daily prizes that will lead to the ultimate grand prize: free burritos for 20 years.
Over the course of the first 19 days of the contest, Chipotle will be giving away free burritos for a year (that’s one burrito a week for 52 weeks) to 20 contestants each day. On the last day of the contest, the first 20 players who finish the puzzle first will be awarded the Grand Prize of free burritos for 20 years (that’s one burrito a week for the next 20 years). If you’re counting, that’s 21,788 free burritos in total, enough burritos to feed one person for 419 years.
Beginning on Chipotle’s actual anniversary, July 13, 2013, and continuing for 19 days, Chipotle will unlock a daily puzzle at 20:20 MTN time each evening at Adventurrito.com. Once the puzzle is unlocked, players who attempt to answer the puzzle before 20:20 MTN time on the following day will be entered into a daily lottery to win a year of free meals at Chipotle (20 lucky winners will be selected each day). If a player has answered all of the 19 daily puzzles correctly by 20:20 MTN time on Thursday, August 1, the 20 th puzzle will be unlocked and the player will have a chance to solve the puzzle and win the grand prize.
“Twenty years in, we are changing the way people think about and eat fast food,” said Steve Ells, founder, chairman and co-CEO of Chipotle. “That vision has connected with a lot of people and helped to make them very loyal customers. In celebrating this milestone, we thought giving something special to our customers was the right thing to do, since they have given so much to us over the years.”
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