Chipotle Launches New Apparel Line with 'Chipotle Is My Life' Kid

    Industry News | February 18, 2021
    Chipotle t-shirt mural.
    Chipotle
    In addition to his apparel collection and digital menu item, Roy is the newest recipient of the Chipotle Celebrity Card.

    Chipotle Mexican Grill announced it is teaming up with 12-year-old Roy Murray, aka the “Chipotle Is My Life” Kid, for a limited edition apparel drop as part of the Chipotle Goods collection. Roy became an internet sensation in 2014 when he famously exclaimed “OMG, I love Chipotle. Chipotle is My Life!” on camera (https://vm.tiktok.com/ZMeNYbrwf/). The collection features bold text and imagery referencing the viral moment.

    Fans can explore and purchase the new t-shirt and long sleeve tee here:

    https://chipotlegoods.com/collections/chipotle-goods/products/ch-g21u781-ciml?variant=38267330592962

    https://chipotlegoods.com/collections/chipotle-goods/products/ch-g21u785-ciml?variant=38267527856322

    All profits from Chipotle Goods go toward supporting organizations that are focused on making fashion or farming more sustainable.

    The “Chipotle Is My Life” Bowl

    Chipotle fans can also try the Chipotle entrée that inspired Roy’s famous reaction. Roy’s go-to order, The “Chipotle Is My Life” Bowl, is available on the Chipotle app and Chipotle.com for a limited time. The new menu item features:

    Double white rice, black beans, chicken, tomatillo-red salsa, roasted chili-corn salsa, sour cream, and cheese

    “The phrase ‘Chipotle is My Life’ has become synonymous with love for the brand, and we’re always looking for ways to tap into our passionate fan base to drive culture,” says Chris Brandt, Chief Marketing Officer. “Our new collaboration with Roy pays homage to one of our first viral super fans and celebrates our 20 million Chipotle Rewards members.”

    In addition to his apparel collection and digital menu item, Roy is the newest recipient of the Chipotle Celebrity Card. The Chipotle Celebrity Card is held by a small, elite group of brand super fans and grants access to free Chipotle.

    “Chipotle is My Life” on TikTok

    The “omg I love chipotle by roy murray” sound is now available on TikTok, so fans have a chance to create their own version of the iconic video. Chipotle will surprise fans by engaging with their TikTok content that features the new sound.
     

    Chipotle Rewards

    Chipotle Rewards is among the fastest growing loyalty programs in the history of the restaurant industry and was recently named to Newsweek’s list of America’s Best Loyalty Programs for 2021. Rewards members receive instant gratification with a free chips and guac offer after their first purchase as a member and get early access to new menu items. Those who enroll will earn 10 points for every $1 spent in the restaurant, online, or in the app, with 1,250 points resulting in a free entrée. Bonuses, like extra point days, help members earn points more quickly.

    News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.