I eat Chipotle for lunch twice a week (I rotate between a steak and chicken burrito bowl, extra tomatoes + all the fixins), so you can imagine my excitement when I heard that Chipotle is giving away free burritos on January 26. When the words “free” and “Chipotle” are mentioned, I RUN to my nearest restaurant, eager to cash in on free food with tremendous joy. But a free burrito of your choosing is not *really* the case with the January 26 giveaway. There’s no such thing as a free lunch and that most certainly rings true in the case of Chipotle’s new marketing stunt.
Uh, so what’s the catch? Well, you have to order their “organic tofu Sofritas” on Monday, January 26th. You know, just to try it. Then you get a coupon for a free burrito/burrito bowl, etc to redeem in the next month.
Esquire notes that Sofritas haven’t been selling very well, accounting for 3.5 percent of entree sales back in July, which was four months after the new option was unveiled. Chipotle wants to boast sales of the item by marketing to the consumer who has zero interest in such a fu-fu (but probably healthy!) menu item: Red-blooded, American carnivores.
A vegan, organic tofu option is probably the least Bro food imaginable, but you can probably take one for the team just to get that free burrito down the road. Via Chipotle’s website:
Order our organic tofu Sofritas on Monday, January 26th at any Chipotle in the US or Canada, then bring your receipt back on your next visit—from January 27th through February 28th, 2015—for a FREE burrito, bowl, salad or order of tacos of your choice.
So what the fuck is in Sofritas? Chipotle explains:
We start with organic tofu from Hodo Soy that we shred and then braise with chipotle chilis, roasted poblanos, and a blend of aromatic spices. The result is a delicious, spicy tofu that will give vegans and carnivores something they both will love.
I’m skeptical, but screw it: A free burritos is a free burrito, damn the hipster vegan torpedos.
Meanwhile, white girls be like…