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Chipotle’s latest foray into Roblox’s metaverse platform tasks customers with cooking up virtual steak. But the item is also a very real new addition to the company’s menu.
The chain is adding a new meat option to its burrito bar, Garlic Guajillo Steak, debuting it via a Roblox activation called Grill Simulator on Tuesday. Chipotle claims the activation makes it the first restaurant brand to roll out a new product in the metaverse.
In the game, players can learn various cooking techniques from Chipotle’s vp of culinary, Nevielle Panthaky, following the head chef through his process of combining the flavors of the new offering.
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