The humble chipotle pepper became Chipotle's name and logo to indicate the chain's commitment to fresh, real ingredients and fast food done right.
"Last year, our Burrito Vault drove unprecedented fan engagement that resulted in our highest digital transaction day of all time," Chris Brandt, chief brand officer, said in the announcement.
Just in time for Halloween, Chipotle Mexican Grill has tapped into pop culture by introducing a playful collection of costumes featuring its iconic takeout items like burritos, forks, and napkins.