Chipotle Celebrates Superfans with Flash BOGO & Swae Lee Partnership

Chipotle Mexican Grill (NYSE: CMG) is turning a popular internet meme into a real-world celebration for its most dedicated fans! On Friday, March 13th, from 3 to 4 p.m. local time, Chipotle will be hosting a “flash” Buy-One-Get-One (BOGO) offer across the U.S., Canada, the U.K., France, and Germany.

The “Tatted Like a Chipotle Bag” Phenomenon

The promotion is inspired by the viral trend of fans being “tatted like a Chipotle bag,” a phrase that originated during a 2019 halftime performance and quickly gained traction on social media. Chipotle is embracing this playful connection with its community by inviting fans to show off any tattoo – permanent, temporary, or even drawn-on – to unlock the BOGO deal.

“What started as an internet meme became a real-world expression of fandom for our brand,” says Stephanie Perdue, Interim Chief Marketing Officer. “Bringing this promotion back for Friday the 13th further establishes our connection with the tattoo community, and partnering with Swae Lee allows us to spotlight his authentic passion for the brand and give our fans something extra to commemorate the moment together.”

Swae Lee x Chipotle: Exclusive Flash Tattoo Sheet

To amplify the celebration, Chipotle has teamed up with multi-platinum-selling hip-hop superstar Swae Lee of Rae Sremmurd, a self-proclaimed Chipotle superfan. Together, they’ve co-created an exclusive temporary tattoo flash sheet inspired by the bold artwork found on Chipotle’s takeout bags.

Fans can snag these limited-edition Swae Lee x Chipotle designs exclusively at the Midtown Miami restaurant (3201 N. Miami Ave., Miami, FL 33127) on Friday, March 13th, from 3 to 4 p.m. ET, while supplies last. Miami, known as one of America’s most tattooed cities and home to Swae Lee, was the perfect location for this launch.

“‘Tatted like a Chipotle bag’ is really about self-expression,” explains Swae Lee. “It was cool to bring it into the real world and create designs that actually feel like me.”

Nostalgia & Gen Z Engagement

Chipotle is tapping into the Gen Z obsession with nostalgia, mirroring the “2026 is the new 2016” trend sweeping social media. The brand will be releasing nostalgic content featuring one of Swae Lee’s viral anthems from 2016 on Chipotle’s Instagram (@Chipotle) on Wednesday, March 11th.

The first Chipotle tattoo BOGO promotion, held on June 13, 2025, resulted in the highest-ever sales during the 3 to 4 p.m. non-peak hour, demonstrating the power of this unique engagement strategy.

Promotion Details

• The BOGO promotion is limited to five free menu items per check.
• A purchase of an entrée item of equal or greater value is required for each free item.
• Valid only on March 13, 2026, from 3 to 4 p.m. local time.
• Redeemable in-restaurant only at participating locations.

For more information about Chipotle, visit Chipotle.com.