---
title: "Chipotle Is Back on Its TikTok Game Just in Time for Halloween"
url: https://burnaze.com/article/2e3a8e6e-5e76-4706-972b-2a31da25ae21
source: "1851 Franchise"
original_url: https://1851franchise.com/chipotle-is-back-on-its-tiktok-game-just-in-time-for-halloween-2711437
category: "Mexican"
industry: "Restaurants"
segment: "Mexican"
topics: ["Emerging brands"]
published: 2019-10-28T21:16:17.000Z
modified: 2026-11-01T02:30:46.136Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/83b5009e040969ee7b60362ad74265734323.jpg
---

# Chipotle Is Back on Its TikTok Game Just in Time for Halloween

**TL;DR:** Chipotle has adopted a Gen Z-facing approach to marketing by embracing social media platforms like TikTok, where it has launched several successful campaigns, including the #ChipotleLidFlip and #GuacDance challenges. The brand's newest campaign is part of its annual Boorito Halloween celebration, which includes a branded hashtag challenge on TikTok.

*originally published in 1851 Franchise on 2019-10-28. [Read the original](https://1851franchise.com/chipotle-is-back-on-its-tiktok-game-just-in-time-for-halloween-2711437).*

## Story

**Perhaps more than any other franchisor in the QSR and fast casual space,** **Chipotle has fully embraced the Gen Z-facing approach to marketing****. One of the many ways the brand has done this is through a full-on adoption of the popular social media app for teens, TikTok.**

**Chipotle recently became the** **first and only major restaurant franchise to have a TikTok account****. The decision seems to be paying off for the brand, who embarked on a six-day** **#ChipotleLidFlip campaign** **with the help of** **social media influencer David Dobrik****, generating 104 million video starts in May.**

**The brand’s foray into** **TikTok** **doesn’t stop there. This summer’s** **#GuacDance challenge** **generated 250,000 video submissions and 430 million videos—TikTok’s highest performing branded challenge yet. The hashtag brought results in the real world as well, with the** **chain’s avocado usage jumping 68%****.**

**The brand’s newest campaign is part of** **the annual "Boorito" Halloween celebration****, which includes a branded hashtag challenge on TikTok. The TikTok Transformation contest asks Chipotle fans to post videos showing "before and after" shots of getting into costume.** **The restaurant chain is awarding free burritos for a year to five TikTok users** **whose videos receive the most likes on the video-sharing app. Chipotle enlisted influencers including** **Zach King** **and** **Brittany Broski** **to promote the challenge with their own branded posts.**

**Chipotle knows its audience—the chain was recently ranked among the five most popular restaurant brands for teens, according to Piper Jaffray's semi-annual** **"Taking Stock With Teens" survey****, making TikTok a key marketing channel for the chain.**

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Chipotle (company)
- social media marketing (topic)
- halloween promotion (topic)
- influencer marketing (topic)
- gen z marketing (topic)
- tiktok campaign (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/chipotle-is-back-on-its-tiktok-game-just-in-time-for-halloween-2711437). Summarized by Burnaze (https://burnaze.com/article/2e3a8e6e-5e76-4706-972b-2a31da25ae21).