GLOBAL – Multinational fast-casual restaurant chain Chipotle has announced that Boorito, its Halloween tradition, will return as an in-store celebration with a US$6 (CA$7) entrée offer across its Europe and North America outlets.

The discounted entrée offer will be available for guests in costume from 3 pm to close local time on October 31.

The offer will be available in Europe for the first time, with a £6 (US$7.85) entrée offer in the UK and France.

Boorito will be available to all 20 restaurant outlets spread across Europe, serving fresh, nourishing bowls, tacos, salads, and quesadillas made with all real ingredients.

The European locations will also serve the discounted entrée offer from 3 pm to close on Halloween.

Chris Brandt, Chipotle’s Chief Brand Officer, said, “As an annual tradition for our fans, we are always looking for ways to level up our Halloween celebration.”

“By extending hours on college campuses and expanding the festivities across two continents for the first time, Boorito will be bigger than ever.

The fast-casual chain revealed that select Chipotle locations in various college towns throughout the US will remain open until the stroke of midnight on October 31.

According to Chipotle, the 53 select Chipotle restaurants will make it easier for students to enjoy the US$6 (CA$7) entrée offer on Boorito.

The chain’s Boorito tradition has been an integral part of Chipotle’s marketing strategy since its inception in the UK in 2000. It was first introduced in the Canadian market in 2009.

The tradition is meant to resonate with younger fun-loving audiences by resonating with the yearly holiday. It is meant to rejuvenate the brand’s attention in the market during this time of the year through the value deals that are often synonymous with the tradition.

The marketing campaign is meant to reinforce the brand as an integral part of Halloween celebrations among this targeted demographic.

The first Boorito was a first-ever costume collection in collaboration with Spirit Halloween, North America’s largest Halloween retailer. The brand teamed up with Spirit Halloween to create five costumes inspired by popular memes on both brands’ social channels.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE