This weekend, Chipotle is turning a popular internet joke into an in-store promotion. Known for its playful marketing strategies, the fast-casual chain announced a one-day event tied to Friday the 13th, where customers can enjoy special offers if they sport tattoos—permanent or temporary. The campaign also includes the release of limited-edition temporary tattoos inspired by Chipotle's branding and ingredients. This move not only capitalizes on pop culture references but also encourages customer engagement through unique incentives.

Inspired by a decade-old meme comparing tattoos to the artwork on Chipotle bags, the restaurant chain is offering a buy-one-get-one-free deal to anyone who shows up with a tattoo. Whether it’s a permanent piece, a temporary design, or even something drawn with a Sharpie, all are welcome to participate. To take advantage of this offer, guests must visit their local Chipotle between 3 p.m. and 4 p.m. on June 13. Online orders do not qualify, and each free item requires the purchase of an equally or more valuable menu item, capped at five complimentary items per order.

The "tatted like a Chipotle bag" meme originated from a comparison made in 2015 and gained widespread attention in 2019 when Adam Levine was humorously likened to the chain's black-lined artwork. Over the years, this phrase has been repurposed countless times across social media platforms for various jokes and memes. Chipotle cleverly embraced this trend by creating a collection of 13 exclusive temporary tattoos. These designs incorporate elements such as their iconic black fork, water cup, and ingredient-inspired motifs, alongside playful slogans like “Chipotle is my life.”

A select group of 13 Chipotle locations nationwide will distribute these flash tattoo sheets during the BOGO window while supplies last. Customers visiting stores in cities including Atlanta, Austin, Chicago, Denver, Los Angeles, Miami, New York, Portland, Philadelphia, San Francisco, and Scottsdale can collect these limited-edition tattoos with in-store purchases. This creative initiative highlights Chipotle's knack for blending humor, nostalgia, and brand loyalty.

Beyond just promoting sales, Chipotle’s strategy taps into the cultural zeitgeist, fostering connections with its audience through shared experiences. By combining a lighthearted nod to internet humor with tangible rewards, the company strengthens its reputation as a fun, approachable brand. This event exemplifies how businesses can effectively leverage social trends to engage communities and drive excitement around their offerings.