Chipotle Mexican Grill has announced a limited-time buy-one-get-one-free (BOGO) offer on any menu item as part of a one-hour “flash” promotion scheduled for Friday, March 13, the company said in a statement.
However, the deal comes with a condition.
In order to take advantage of the special offer, customers must visit the restaurant location with a tattoo, be it permanent, temporary or even hand drawn.
The event is scheduled from 3:00 PM to 4:00 PM local time across the United States. Under the terms of the deal, the buy-one-get-one-free offer is limited to five free menu items per account. Customers must purchase an entry of equal or greater value to receive a free item, and only those with a tattoo can claim the benefit.
The campaign draws inspiration from the long-standing habit of tattooing. On Friday the 13th, studios often release “flash sheets” that include small, ready-made tattoo designs created specifically for the occasion, the company said.
In explaining the connection with the brand, the promotion also references popular online memes describing people as “ripped like a Chipotle bag.” Chipotle’s takeout bags are known for their distinctive look covered in subtle black line-style doodles.
The phrase “torn like a bag of Chipotle” first became popular during the 2019 pro football championship halftime show, when social media users compared the headlining artist’s tattoo to the bold artwork printed on Chipotle’s takeout bags. The viral moment later sparked a wave of creative and humorous content online, with some fans even showing their admiration for the brand through tattoo-inspired designs.
The concept has also proven itself commercially. On June 13, 2025, Chipotle’s first tattoo-themed buy-one-get-one event generated the company’s highest-ever sales during the typically quieter period of 3 to 4 p.m.
Interim Director of Marketing responds
“What started as an internet meme has become a true expression of our brand’s fandom. Bringing this promotion back to Friday the 13th continues our connection with the tattoo community, and partnering with Swae Lee allows us to highlight his authentic passion for the brand and give our fans something extra to reminisce about the moment together,” said Stephanie Perdue, Interim Marketing Director.
Commenting on the campaign, Swae Lee said the idea of being “torn up like a Chipotle bag” symbolizes personal expression. He added that it was exciting to translate the concept into reality by creating tattoo designs that reflect his own identity and style.
In the meantime, customers can find the nearest Chipotle location using store finder features on the company’s website. They can also check reserved restaurant listings places in states like Ohio and Kentucky find a suitable branch.
