Chipotle just made one Friday the 13th announcement that will have fans racing to get inked
Fast food chains are constantly looking for ways to connect with their customers.
But one popular restaurant chain just took things to a whole new level.
And Chipotle just made one Friday the 13th announcement that will have fans racing to get inked.
Chipotle embraces the "tatted like a Chipotle bag" phenomenon
Chipotle Mexican Grill has built a devoted following over the years with its fresh ingredients and customizable bowls and burritos.
The restaurant chain has become known for listening to its customers and creating products that reflect what fans are talking about online.
Now Chipotle is taking that strategy to an entirely new level with a promotion that celebrates one of the most unusual compliments a fast food chain has ever received.
The term "tatted like a Chipotle bag" became an internet sensation, but its roots go deeper than many realize.
According to Know Your Meme, the joke that lightskin men with numerous text-based tattoos often look like a paper bag from Chipotle restaurants actually dates back to 2015.
The meme gained massive traction when people called singer Adam Levine a "Chipotle Bag" in 2019, with one viral tweet stating "adam levine with his shirt off looks like a chipotle bag."
By 2024, being "tatted like a Chipotle bag" became increasingly associated with attractiveness via viral memes and TikTok videos where women established the look as their type.
What started as an online joke has turned into a cultural phenomenon that Chipotle is now embracing in a big way.
Friday the 13th flash tattoo event brings the meme to life
Chipotle announced it will celebrate fans with its first-ever collection of temporary tattoo designs on Friday, June 13.
The fast food chain is drawing inspiration from the tattoo community’s tradition of celebrating Friday the 13th with "flash sheets" of small, affordable tattoo designs.
This tradition has deep roots in tattoo culture, beginning in 1995 when tattoo artist Oliver Peck started the Friday the 13th tradition at his Dallas shop. In 2008, he broke the world record by tattooing the number 13 on 415 people in 24 hours.
The tradition stems from an old sailor’s belief that getting the number 13 tattooed would ward off bad luck – the idea being that bad luck would see the 13, recognize that misfortune was already present, and pass by.
Friday the 13th has since become like "Black Friday for tattoo parlors," with shops across the country experiencing a crush of customers hoping to take advantage of cheap deals.
Real tattoo shops typically charge $13 for these flash designs (plus a $7 tip for good luck), making Friday the 13th one of the most anticipated days in tattoo culture.
"On the biggest day of the year for tattoos, we are honoring our bold superfans who have artwork reminiscent of the designs on Chipotle’s takeout bags," said Stephanie Perdue, Vice President of Brand Marketing.
Chipotle will drop a limited-edition collection of 13 temporary tattoos featuring designs inspired by iconic elements of the brand.
The temporary tattoos will include designs based on Chipotle’s real ingredients, the coveted black fork, water cup, and "Chipotle is my life" slogan.
Flash tattoo sheets will be given out with in-restaurant orders at 13 select Chipotle locations from 3:00 PM to 4:00 PM local time on June 13 while supplies last.
BOGO offer rewards customers who show their ink
But Chipotle isn’t stopping at temporary tattoos.
The restaurant chain is offering a special Buy-One-Get-One (BOGO) promotion that applies to all customers who are "tatted like a Chipotle bag."
From 3:00 PM to 4:00 PM local time on Friday, June 13, customers with any kind of tattoo can take advantage of the BOGO offer at participating U.S. locations.
The promotion is open to fans with permanent tattoos, temporary tattoos, or even drawn-on designs.
"Fans who aren’t ready to embark on their permanent tattoo journey can try out our 13 new temporary designs and enjoy a BOGO entrée," Perdue explained.
The BOGO offer is limited to five free menu items per check and requires the purchase of an entrée item of equal or greater value.
Each free item must be collected by a customer displaying a tattoo, as determined by restaurant staff.
Chipotle continues tradition of fan-inspired products
This isn’t the first time Chipotle has turned internet culture into real products.
The restaurant chain has a history of bringing fan-inspired creations to life based on what customers are talking about online.
In 2023, Chipotle created a "Car Napkin Holder" for fans who stash extra napkins in their glove compartments.
The $30 Car Napkin Holder was made from vegan cactus leather and came with a free entrée card, giving customers "an excuse to dine at Chipotle to restock their napkin supply before their next car mukbang."
The napkin holder became an instant viral sensation, selling out completely as customers flooded social media showcasing their latest Chipotle merchandise.
"We know what you’re doing so we made a thing for you to do it better," Chipotle posted on social media about the napkin holder.
More recently, the company debuted the "Extra Fork Collection" on National Fork Day as tribute to customers obsessed with Chipotle’s black forks.
The collection featured a display box with 53 black Chipotle forks for $30, inspired by fans who have called the restaurant’s signature black utensils a "flavor enhancer."
NBA player Josh Hart posted on social media in 2018 that "Chipotle definitely tastes better with a plastic fork than a metal fork. Don’t @ me."
The temporary tattoo promotion shows how Chipotle continues to find creative ways to connect with its superfans and turn social media trends into marketing gold.
Selected locations will host the flash tattoo giveaway
The 13 Chipotle locations participating in the flash tattoo sheet giveaway span major cities across the country.
Locations include restaurants in Atlanta, Austin, Chicago, Columbus, Denver, La Jolla, Las Vegas, Los Angeles, Miami, New York, Portland, Philadelphia, San Francisco, and Scottsdale.
Customers at these locations who make in-restaurant purchases during the one-hour window will receive the limited-edition temporary tattoo sheets while supplies last.
The promotion is only valid for in-restaurant orders and cannot be combined with mobile, online, or delivery orders.
Chipotle has over 3,800 restaurants as of March 31, 2025, making it one of the largest fast-casual chains in the United States.
The company prides itself on serving responsibly sourced, real food with wholesome ingredients without artificial colors, flavors, or preservatives.
Chipotle capitalizes on tattoo culture’s biggest day
This latest promotion proves that Chipotle isn’t afraid to have fun with its brand while celebrating the customers who have made it successful.
The company is essentially creating its own version of the traditional Friday the 13th tattoo experience, but with temporary tattoos instead of permanent ink.
While real tattoo shops will be hosting their traditional Friday the 13th events with $13 flash tattoos, Chipotle is offering its own twist on the tradition.
The timing is perfect – Friday the 13th occurs up to three times per year, making it a recurring opportunity for tattoo enthusiasts to add to their collections.
Traditional Friday the 13th events often draw lines around the block, with some customers waiting up to seven hours for their discounted tattoos.
Chipotle’s version offers a more accessible way for fans to participate in the Friday the 13th tradition without the commitment of permanent ink.
The promotion demonstrates how brands can tap into established cultural traditions and make them their own.
