Chipotle CMO on 1 year in the metaverse: 'Nothing worse than branded content that sucks'

Chipotle launched its first branded Roblox experience in October 2021. Subsequently, the popular chain has strived to expand its presence on the platform and position itself as a forward-thinking, tech-savvy brand. In an exclusive interview with The Drum, Chipotle’s CMO Chris Brandt reflects on the brand’s year in the metaverse, how to not be lame on Roblox and why you shouldn’t trust your instincts in this strange and unfamiliar virtual space.
Since 2021, the metaverse has bec