DENVER - Chipotle Mexican Grill launched its 20th anniversary celebration Saturday, in which 400 contestants will ultimately be treated to free burritos if they get lucky in online contests.
Chipotle calls the competition "Adventurrito," a 20-day treasure hunt that features a new puzzle each day. The contest may help the company drive sales growth at stores that have been open longer than twelve months, which has been tepid as of late .
Chipotle will unlock the puzzles at 20:20 mountain time, or 9:20 p.m. CST, and players have 24 hours to complete them. In the first 19 days of the competition, Chipotle will randomly select 20 contestants who complete the puzzle to win free burritos for a year. That means 380 contestants have the chance to win free burritos for a year.
Contestants enter the grand prize competition on the 20th day of Adventurrito if they answer the first 19 puzzles correctly. The first 20 who get the the 20th puzzle correct will win free burritos for 20 years.
In terms of the math, the winners from the first 19 days of the competition alone will be treated to 19,760 burritos. After adding the grand prize winners, the total comes out to 40,560 free burritos.