I went to Cipotillo on Metawares to understand why restaurant chains are swarming, and that experience left me stunned and hungry.

Mary Michensol / Insider

  • Cipot is testing digital restaurants at Roblox.

  • I visited the virtual location and created burritos.

  • While this is fun, I did not expect Metawares restaurants to be a lasting feature.

Chipotle recently unveiled its second voyage on the Metawares in Roblox, so I decided to see what it really was.

Roblox in chipotle

Mary Michensol / Insider

I have never played Roblox before, so I was inspired to create an account.

Roblox in chipotle

Mary Michensol / Insider

Roblox is a free gaming platform with over 100 million active users, many of whom are children.

Roblox in chipotle

Mary Michensol / Insider

Source: Insider

I’m not much of a gamer, but I was able to install the game in about five minutes by following some simple steps.

Roblox in chipotle

Mary Michensol / Insider

I closed Slog and Photoshop in advance, exactly expecting Roblox to go overboard with my computer fan.

Roblox in chipotle

Mary Michensol / Insider

As soon as the game started, a text bubble informed me that I had been dropped out of the first chipotle in 1993.

Roblox in chipotle

Mary Michensol / Insider

There were other players’ leaderboards, shortcuts to see the emos and inventory I could use, however I had none yet.

Roblox in chipotle

Mary Michensol / Insider

The intersection I abandoned leaned heavily on the aesthetics of the 90s, and there was a blockbuster-like “Puritobuster” across the street from Chipotle.

Roblox in chipotle

Mary Michensol / Insider

The avatar with the red hair and denim jacket was assigned to me.

Roblox in chipotle

Mary Michensol / Insider

The red arrows pointed at me on the chip and I quickly realized that I could move using the arrow keys.

Roblox in chipotle

Mary Michensol / Insider

The chipotle today looks different from the style of the restaurant and is true to the original location.

Roblox in chipotle

Mary Michensol / Insider

The little details made me feel at home just in time – especially the phones in every corner.

Roblox in chipotle

Mary Michensol / Insider

After exploring a bit outside, I followed the arrows to get inside the chipotle.

Roblox in chipotle

Mary Michensol / Insider

The interior was just as familiar to me as the other chipotle I had inside.

Roblox in chipotle

Mary Michensol / Insider

I went to the chipotle worker at the cash register and he told me I was part of the team too.

Roblox in chipotle

Mary Michensol / Insider

I noticed customized clothing like minion pants in the player behind my co-worker on the other players around me.

Roblox in chipotle

Mary Michensol / Insider

Next, it’s time to play the Burrito Builder game advertised on Chipotle as a highlight of the Roblox installation.

Roblox in chipotle

Mary Michensol / Insider

Source: Insider

The game lives up to its “Burrito Builder” name. Customers will come to the counter and display small pictures of the items they want on their burritos, which you will need to pull their moving tortilla into at the end of the line.

Roblox in chipotle

Mary Michensol / Insider

Once the ingredients are added, use the arrow keys to scroll the burrito.

Roblox in chipotle

Mary Michensol / Insider

I got four burritos before I failed, but I earned a few burritos for my problem.

Roblox in chipotle

Mary Michensol / Insider

I briefly added it to my server’s leaderboard.

Roblox in chipotle

Mary Michensol / Insider

After I left the game, a colleague on my chip took me to the pickup shelf for another game.

Roblox in chipotle

Mary Michensol / Insider

Starting with the five minute timer for the next game, I picked up my bag from the pickup shelf.

Roblox in chipotle

Mary Michensol / Insider

The game has been a key part of Chipotle’s business in recent years, delivering burritos to customers’ homes.

Roblox in chipotle

Mary Michensol / Insider

Source: Insider

I came out in uniform with the newly purchased chipotle.

Roblox in chipotle

Mary Michensol / Insider

The pack comes with a map showing photos of the five places where the burritos are to be delivered.

Roblox in chipotle

Mary Michensol / Insider

The aim is to deliver the burritos to the right places before the time is up.

Roblox in chipotle

Mary Michensol / Insider

There are a few homes, apartments and shops in the city around Virtual Chipotle looking for deliveries.

Roblox in chipotle

Mary Michensol / Insider

First of all, I did not play well in the game because many houses are the same.

Roblox in chipotle

Mary Michensol / Insider

Eventually I found it, it’s a moderately fun way to kill a few minutes.

Roblox in chipotle

Mary Michensol / Insider

The games are all about accumulating prizes and burrito rupees that can be exchanged for other items in the game. Some players can even win a free burrito on a real chip.

Roblox in chipotle

Mary Michensol / Insider

I won this little “burrito friend” for deliveries.

Roblox in chipotle

Mary Michensol / Insider

Then, I talked to the cashier, where I learned that the Burrito Bucks could exchange for the benefits of the game.

Roblox in chipotle

Mary Michensol / Insider

I looked around the kitchen at the back of the house.

Roblox in chipotle

Mary Michensol / Insider

I wandered back into the walk-in refrigerator, where the renders of all the items in the cipot were stacked on the shelves.

Roblox in chipotle

Mary Michensol / Insider

In the middle of the refrigerator was a lamp with teleportation facility, so far I have been the unexpected part of the world of raplocks.

Roblox in chipotle

Mary Michensol / Insider

From Halloween I landed on an outdoor area that I quickly realized was Chipotle’s previous Roblox ad.

Roblox in chipotle

Mary Michensol / Insider

I walked a little around the cornfield.

Roblox in chipotle

Mary Michensol / Insider

Later, I spoke to the skeleton presenter, who told me he could wear a chipotle-themed Halloween costume.

Roblox in chipotle

Mary Michensol / Insider

Despite the many options, I could not resist the look of Mummy Burrito.

Roblox in chipotle

Mary Michensol / Insider

I wore my new dress on the second Metawars chipotle, which is a very modern design.

Roblox in chipotle

Mary Michensol / Insider

After spending time exploring Chipotle’s metaverse restaurants and playing all the games available, I could not understand the appeal more than before.

Roblox in chipotle

Mary Michensol / Insider

The games were fun for a few minutes, however I never thought I would play again.

Roblox in chipotle

Mary Michensol / Insider

I really do not understand what Cipot gets out of it or why I should come back and play again as a customer.

Roblox in chipotle

Mary Michensol / Insider

Roblox is primarily popular with children and they do not need to have purchasing power or access to purchase Chipotle.

Roblox in chipotle

Mary Michensol / Insider

Talking and thinking about Burrito made me a little hungry, but I was not forced to go to Cipotil after I left.

Roblox in chipotle

Mary Michensol / Insider

Fast service restaurants like Chipotle, Wendy and others are hugely popular due to their convenience and relative affordability.

Roblox in chipotle

Mary Michensol / Insider

Source: Insider

Metawares restaurants can’t reflect these features by their very nature, and I don’t see them catching up with regular consumers in no time.

Roblox in chipotle

Mary Michensol / Insider

Do you have a story to share about the retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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