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Los Angeles, June 13: Just after lunchtime on Friday, the scene outside several Chipotle Mexican Grill restaurants felt oddly festive. Customers—some tatted head to toe, others with crude doodles drawn in Sharpie—waited eagerly in line for burritos. For exactly one hour, the fast-casual chain offered a buy-one-get-one deal to anyone with a tattoo. The timing wasn’t random: it was Friday the 13th, a day long associated with superstition—and, in certain circles, discounted tattoos.
This wasn’t some ambiguous internet rumor. The promotion was confirmed by Chipotle, and the rules were clear. From 3 to 4 p.m. local time, customers who showed up with a visible tattoo could claim one free entrée for each one they bought, up to five. It didn’t matter if the tattoo was permanent, temporary, or scribbled on moments earlier. If it resembled ink, it counted.
Where Internet Jokes Meet Real-World Marketing
The roots of the campaign go back several years. Internet users had joked for ages that Chipotle’s signature brown takeout bags—often covered in hand-drawn illustrations—looked like tattoo sleeves. After Adam Levine’s Super Bowl appearance in 2019, comparisons between his inked torso and a Chipotle bag took off.
Rather than ignore it, the company leaned in. Stephanie Perdue, a top marketing executive at Chipotle, said the idea was to “celebrate fans who are just as expressive as our packaging.”
And with Friday the 13th already known in tattoo culture for flash deals and walk-in promos, the fit was oddly perfect.
A Longstanding Tattoo Tradition
Though many associate Friday the 13th with unlucky omens, tattoo shops see it differently. For years, it’s been a go-to date for discounted flash tattoos—simple designs offered on a first-come, first-served basis. According to San Antonio Express-News, some studios pull all-nighters, inking hundreds of designs in a day.
This time around, Chipotle gave the public a way to participate even without sitting under a needle. Some locations handed out branded temporary tattoos, allowing anyone—even those with bare skin—to get in on the offer.
Lines Out the Door, Staff Under Pressure
If you passed by a Chipotle around 3 p.m., you likely noticed the spike in foot traffic. In cities like Austin, Columbus, and Portland, lines stretched out the door. Many who showed up had no intention of buying just one meal. With the five-item cap in place, groups came ready to load up.
On Reddit, a few Chipotle employees posted ahead of time, predicting the rush. “It’s going to be insane,” one comment read. Another, written that morning, simply said: “God help us at 3.”
The one-hour window meant the surge hit fast and disappeared just as quickly. For staff already managing normal Friday traffic, it added pressure they weren’t necessarily prepared for.
Creativity—and Chaos—in the Queue
Not everyone arrived with professional tattoos. Some kids had sticker tattoos slapped on their forearms. One college student in Chicago painted a burrito on his bicep with a washable marker. A couple in San Diego showed up with matching avocado drawings inked in eyeliner.
Social media lit up. Hashtags like #ChipotleBOGO and #TattedForTacos trended briefly, with users posting everything from legit sleeve pics to slapdash sketches drawn seconds before walking in.
Opinions were mostly light-hearted. One post on X read: “Drew a fork on my hand. Got two bowls. No regrets.”
Why This Promo Mattered
This wasn’t just a stunt to go viral. For Chipotle, the timing was strategic. According to Nation’s Restaurant News, summer months often see a dip in traffic for fast-casual chains. By anchoring a giveaway to a cultural moment, they likely boosted footfall without deep losses.
The rules also kept costs controlled. Customers still had to buy an entrée. The in-store-only clause ruled out app codes and delivery promos. And the one-hour window minimized exposure while generating maximum noise.
For all the noise and laughter, the campaign did something few branded promotions manage: it felt spontaneous, even if it wasn’t.
A Day That Left a Mark
It’s unclear whether Chipotle will repeat the promotion. But the company has a history of experimenting with limited-time offers tied to pop culture. Past campaigns have included everything from sports-themed discounts to custom menu hacks promoted by influencers.
This one, however, had a different tone. It wasn’t slick. It wasn’t trying to sell a new product. It just invited people to play along. And judging by the reactions—both online and in the restaurant lines—it worked.
For one strange hour on a sunny June afternoon, tattoos became the ticket to an extra burrito. And in a crowded food market, that kind of moment sticks.
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