Chipotle Mexican Grill joined the celebration of New York’s long-awaited championship win. The fast casual restaurant chain rebranded its 2 Broadway restaurant as “Josh and Mikal’s Chipotle” to celebrate New York’s championship parade.
The limited-time takeover was coordinated with the city’s championship parade.
Chipotle Renames Broadway Restaurant “Josh and Mikal’s Chipotle”
On June 18, Chipotle temporarily changed the name of its 2 Broadway restaurant to “Josh and Mikal’s Chipotle.” New signage on the outside of the restaurant and interior menu boards featured the players’ signature orders.
Crew members also wore apparel featuring the team’s colors as part of the activation.
Josh Hart’s High Protein Burrito includes white rice, double adobo chicken, black beans, fresh tomato salsa, roasted chili-corn salsa, sour cream, and cheese, totaling 95 grams of protein.
Fans can also order Mikal Bridges’ High Protein Bowl. It features white rice, double adobo chicken, tomatillo-green chili salsa, roasted chili-corn salsa, and lettuce for a total of 71 grams of protein.
The promotion is the latest collaboration between Chipotle and professional athletes. Hart and Bridges are Chipotle Celebrity Cardholders, which entitles them to free Chipotle meals for a year.
Bridges has said he dines at Chipotle almost every day since 2013. Hart has also posted about his love for Chipotle many times on social media. Their well-documented fandom has also led to previous collaborations, including custom Chipotle To-Go Bags and promotional content with the brand.
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Chipotle Taps into New York Championship Parade for Brand Promotion
The promotion is part of Chipotle’s larger “53 Years. 53 Real Ingredients.” campaign. The campaign ties New York’s first basketball championship in 53 years to Chipotle’s use of 53 real ingredients.
The campaign also mentions San Antonio’s basketball past. This established a shared theme between the two teams that competed for the championship.
As part of the initiative, Chipotle announced a giveaway of 53,000 free burritos. As the championship series ended, the company launched a text-to-win code on social media. The code was valid for the first 53,000 eligible participants to earn a free entrée.
The campaign also includes Hart and Bridges in Chipotle’s “Time For Real” ad campaign. It emphasizes how Chipotle’s ingredient-based menu promotes healthy lifestyles and everyday routines.
Hart’s and Bridges’ menu items are available nationwide for a limited time through the Chipotle app and website.
