The campaign, held for the second time March 13, stems from a viral meme

Chipotle’s “Tatted Like a Chipotle Bag” promotion, held Friday, March 13, generated the highest single-day sales in the company’s history. The promotion offered tattooed fans — whether donning permanent or temporary (or even hand-drawn) ink — a buy-one-get-one entrée free on in-restaurant orders for one hour only on that day.

According to the company, the campaign’s sales were about 10% higher than its previous single-day sales record, which was set on National Burrito Day 2024, and included a new digital game.

Further, related “Tatted Like a Chipotle Bag” content generated over 12 million impressions and 380,000 engagements on social media, as fans shared their tattoos and in-store experiences.

The promotion was inspired by the Friday the 13th “flash tattoo” tradition, when tattoo shops drop “flash sheets” of small, pre-designed tattoos to commemorate the day. The tradition began on that day in 2008 when Oliver Peck, co-owner of Elm Street Tattoo in Texas, decided to tattoo the number 13 on as many people as possible within a 24-hour period. This marathon tattooing session resulted in 415 people receiving tattoos in a single day and a Guinness World Record.

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The phrase “tatted like a Chipotle bag” gained traction during the 2019 Super Bowl halftime performance when fans on social media compared Maroon 5 lead singer Adam Levine’s tattoos to the artwork on Chipotle’s to-go bags.

Chipotle held a similar Friday the 13th promotion in June, which generated the chain’s highest-ever sales during the 3 to 4 p.m. non-peak hour.

The most current campaign featured hip-hop musician Swae Lee, who created an exclusive, limited-edition temporary tattoo flash sheet, available only at one Miami restaurant March 13. His appearance generated more than 9.5 million views across Instagram and TikTok.

“Not every brand can ask customers to wear their love on their skin and have them show up in droves. The fact that a one-hour, in-restaurant offer became the biggest sales day in our history speaks volumes about the passion of our community and the power of leaning into what makes Chipotle unique,” interim chief marketing officer said Stephanie Perdue said in a statement.

Contact Alicia Kelso at Alicia.Kelso@informa.com

Source https://www.nrn.com/fast-casual/chipotle-s-tattoo-themed-promotion-generates-highest-sales-day-ever