Chipotle has launched a custom menu item with streamer Pokimane, a limited-time collaboration built around her go-to order that will be available online-only through October 12.
The world-wide fast casual Mexican grill announced the two-week, Pokimane Pollo Asado and Steak bowl, on September 28. Chipotle framed the meal as a one-off collab, rather than an ongoing campaign in collaboration with the streamer. The bowl can only be ordered through Chipotle’s digital ordering channels during its roughly two-week run.
Pokimane’s relationship with Chipotle long predates the launch of her custom-designed bowl. Scott Robinson, Chipotle’s director of brand marketing, said the streamer is a longtime fan of the brand, and this partnership builds on previous work together, including the company’s “It’s Time For Real” national TV ad and the launch of its Pollo Asado.
“Poki’s Pollo Asado and Steak Bowl is a natural next chapter in that relationship,” Robinson said.
Chris Mann, senior vice president at REVXP, the marketing agency that handles Chipotle’s gaming strategy, said Pokimane’s involvement traces back further than that. He noted that she briefly appeared in a Chipotle campaign roughly six to seven months ago alongside tennis player Taylor Fritz and others, as the brand looked to build relevance across gaming, sports and entertainment audiences.
From there, Mann said his team worked with Pokimane and her representatives at WME over several months to find the right moment for her own menu item, landing on the return of pollo asado as the trigger.
“She’s been a Chipotle super-fan for years,” Mann said. “She’s created some fantastic short-form content that really helped amplify these launches — so we were just looking for the right moment to launch her own menu item. And Pollo Asado is back, and she loves Pollo Asado, so it was the right moment.”
Chipotle is not treating units sold as the primary success metric for the collaboration. Robinson said the company is instead focused on the social conversation the partnership generates within the gaming community and how many guests are inspired to try the order themselves. Mann echoed that framing, saying the priority varies by activation but that direct sales are rarely the top consideration.
“It’s different for every bowl,” Mann explained. “I think the highest priority, from what we’ve seen in the past, is more about general awareness and sentiment.”
Pokimane has also featured the meal on her livestreams and created short-form, TikTok and Instagram content promoting it, but that content was not part of her contractual obligations to Chipotle. Mann said her posts reflect her own enthusiasm for the brand rather than a required deliverable, calling it her over-delivering on the partnership.
The collaboration comes as Chipotle brings on a new chief marketing officer, Fernando Machado, though Robinson said the partnership was already in motion before Machado joined the company. Robinson said the team is looking forward to the perspective Machado will bring as Chipotle continues to find new ways to engage guests through culture.
Looking ahead, Robinson said Chipotle intends to keep exploring collaborations with digital and gaming creators when there’s a strong fit for the brand. He said the company prioritizes creators who already have a genuine connection to Chipotle, aiming to create experiences that feel native to their audiences rather than standard sponsored content.