Chipotle Now Wrapping Burritos in Gold Foil in Honor of Tokyo Olympics

by Suzanne Halliburton

Ready for a gold-medal experience inspired by the Tokyo Olympics? You can order a burrito from Chipotle to get in the mood.

Chipotle, the popular fast-food chain, will wrap all its made-to-order burritos in gold foil. Ordinarily, a thick burrito from Chipotle would be covered in silver foil. But with the Tokyo Olympics on TV, you want to be a gold-medal eater to support the dreams of American athletes.

“We pride ourselves on being a go-to restaurant for many of the country’s top competitors,” said Chris Brandt, Chipotle’s chief marketing officer. “Our gold foil is symbolic of our support of American athletics and commitment to providing Real Food for Real Athletes.”

(Yes, all this talk of real food is making our stomachs growl, too.)

Last month, Chipotle started another promotion as part of a celebration of athletes and the Tokyo Olympics. The chain listed 10 athletes, providing their bios and favorite Chipotle order. You can place the same order as your favorite athlete. And you can watch the “Unwrapped” video series.

Chipotle Ran Its First Ad for Tokyo Olympics in Early July During Soccer Match

Meanwhile, Chipotle aired its first national TV ad on July 5 to promote its athlete-inspired menu items. The spot, featuring Julie Ertz, ran during the U.S. Women’s National Team soccer game against Mexico. Although the Tokyo Olympics don’t officially start until Friday, some of the team sports competitions kicked off this week. And unfortunately for the Americans, the women’s soccer team lost 3-0 to Sweden in its opener. It was the national team’s worst Olympic loss ever, and it snapped a 44-match unbeaten streak.

The American women’s team competing in softball at the Tokyo Olympics won its opener, knocking off Italy, 2-0. Softball is back as an Olympic sport for the first time since 2008. And you can celebrate their win by dining on a Chipotle burrito.

Chipotle has done gold before for a special occasion. In 2011, Chipotle celebrated its 18th anniversary with gold foil burritos.

The promotion starts Friday to coincide with the opening ceremony of the Tokyo Olympics. There’s also free delivery from July 23-Aug. 1 if you order through the app.

The COVID-19 pandemic forced the postponement of the Tokyo Olympics from last year. And because of the pandemic, the Olympics will be mostly a made-for-TV event. There will be no fans at the venues.

You’re probably already starting to see special promotions for the Tokyo Olympics. United Airlines will use the giant athletic spectacle to promote its ’Time to Let Yourself Fly’ campaign. The airline hopes more and more travelers will start to fly after Covid derailed the industry last year.

Nike is running ‘Best Day Ever’ for its Tokyo Olympic promotion. The commercial imagines a sports world where anything is possible.

Stay tuned.