On April 3, Chipotle Mexican Grill decided to celebrate its milestone achievement of being the only restaurant brand in the U.S. that totally eschews added colors, flavors, and both natural and artificial preservatives in any of the ingredients used to prepare its food.
How did it decide to celebrate, you ask? Why, by inviting Chipotle lovers nationwide to participate in a little online game it has dubbed "Spot the Imposter."
Basically, fans of the chain can go online and search through Chipotle's 51 whole ingredients, and try to spot industrial additives commonly used in other restaurants that are masquerading as real ingredients.
That means you need to be on the lookout for things like added flavors, preservatives, gluten, gums and added colors.
Here's your incentive to play the game: If you spot one of the fake ingredients, then you have a chance to get rewarded with a mobile offer good for a free order of chips and guac (nothing compares to Chipotle guacamole!) with a purchase of an entree. You'll also be entered in a sweepstakes to win even more food-related prizes!
"At Chipotle, our real ingredients have nothing to hide," Mark Crumpacker, the chief marketing and development officer at Chipotle, said in a press release. "Other restaurants are trying to make their ingredients sound better by switching artificial colors, flavors and preservatives for friendlier sounding additives that serve the same purpose. Our food is made entirely with real ingredients that consumers easily recognize -- the kinds of ingredients you can buy yourself at a farmers’ market or grocery store. This new game encourages customers to learn about what’s real in their food and what’s not, while reinforcing our commitment to high-quality ingredients."
If you're interested in playing the game, it'll be available online from April 3 through April 7; you could potentially win Burritos for a Year or Dinner for 10 if you successfully spot an imposter ingredient as well.
To play the game and enter the sweepstakes, visit http://www.chipotle.com/real. For more information and rules on the sweepstakes, visit http://www.chipotle.com/spottheimposter-faq. For official rules, visit http://www.chipotle.com/spottheimposter-rules.