Chipotle Brings Back Its Original Margarita, But Only If You Catch It in One of Five Cities
The chain is reviving a recipe fans never stopped asking for, but only on Fridays and Saturdays in October, at pop-ups built to prime the pump for Boorito.
Chipotle is bringing back its original margarita recipe, discontinued at most locations by 2020 but kept alive on social media by fans who never let it go, through a five-city pop-up run called the "Summon the Spirits Tour." The $6 drink sticks to five real ingredients, premium tequila, triple sec, citrus juice, agave nectar, and a fresh lime wedge, the same made-to-order approach Chipotle used when it first upgraded the recipe in 2013, before quietly letting it disappear from most menus.
The tour is not a national relaunch; it is a scarcity play. Pop-ups run Fridays and Saturdays, 3 to 9 p.m. local time, in Denver (October 2 to 3), Brooklyn (October 9 to 10), Dallas (October 16 to 17), Los Angeles (October 23 to 24), and New Orleans (October 30 to 31), each with Halloween decor, interactive moments, and prize giveaways, plus a frozen variation exclusive to the Dallas stop. "Fans never stopped talking about our margaritas after they left the menu, so Halloween felt like the perfect time to revive a Chipotle classic," said Stephanie Perdue, the chain's senior vice president of brand marketing.
The timing is not an accident. The tour is built to close right as Chipotle's annual Boorito promotion opens on October 31, turning six weekends of manufactured scarcity into a lead-up act for its biggest seasonal traffic driver. Reviving a fan-favorite nobody can get most days is a cheaper way to manufacture hype than inventing a new one, and it gives Chipotle five separate local media moments instead of one national press release nobody outside marketing trades reads twice.
Source: Chipotle Newsroom
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
