Chipotle Mexican Grill announced today it’s partnering with Bandai Namco to offer a new promotion for Tekken 8 players. Starting today, Tekken players — or at least the first several thousand who order — who purchase food digitally from the restaurant using the promotional code “EWGF623” can earn a certain amount of Tekken Coins via a promotional code. They can also exchange Chipotle’s own reward points for Coins.
Chipotle also announced a limited-time menu item called the Tekken 8 Battle Bowl, created from ingredients voted for by players on social media. It contains chicken, white rice, black beans, tomato salsa, roasted chili-corn salsa, fajita vegetables, cheese and guac.
In addition to food-for-coins exchange, Chipotle is also featuring Tekken 8 as the title game in its 2024 Chipotle Challenger Series, an esports competition dedicated to a particular game every year. According to the company, the 2024 Series will be the first branded tournament on the PlayStation Tournaments platform, with the Grand Finals airing on May 4.
Chipotle also announced its intent to return as a presenting sponsor of the Evolution Championship Series, or Evo. Chris Brandt, Chipotle’s Chief Brand Officer, said in a statement, “The amazing reception we received from the Fighting Game Community in 2023, notably Evo attendees cheering for our ads when they aired during the competition, has inspired us to double down on our investment in [fighting game community]. Gaming is a force shaping culture, so it’s imperative that we show up in the right way for this passionate community by providing real value and access to exclusive experiences.”