Chipotle’s annual Boorito tradition returns this Halloween. Credit: Chipotle Mexican Grill.

US-based restaurant chain Chipotle Mexican Grill has announced the launch of its annual Halloween tradition, the Boorito promotion.

Starting at 3PM local time on 31 October, Chipotle restaurants across the US will offer $6 entrées to members of its Chipotle Rewards reward programme.

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To enjoy the $6 entrée offer, Rewards members must enter the “Boorito” promo code when ordering through the company’s app or website.

Over the past two years, Chipotle has experienced a 30% spike in sales after 8PM on Halloween. The company also said that 81% of its customers aged 18- to 26-year-olds wanted to see Chipotle open until midnight.

To allow customers extra time to enjoy the digital Boorito deal, the company has decided to extend its operation hours until midnight on Halloween in select college cities.

Chipotle said that for this Halloween season, 53 restaurants will be kept open until midnight in popular college towns.

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Each of the 53 late-night locations will give out a special bottle of TABASCO Brand Scorpion Sauce to the first 100 digital orders placed between 10PM and midnight local time.

Chipotle Mexican Grill chief brand officer Chris Brandt said: “Boorito has become a mainstay for Chipotle. This year, our digital offer makes it even easier for fans to fuel their Halloween celebrations with real food.”

Chipotle’s Boorito tradition began in 2000 with a burrito-themed Halloween costume contest.

Guests who dressed up for Halloween were awarded cheap entrées at Chipotle restaurants in succeeding years.

By the millennial generation’s college years, Boorito had become a well-established ritual.

However, the Covid-19 epidemic put an end to that. In 2020, the fast food restaurant held a promotion on TikTok, Twitter and Instagram, followed by a giveaway on the online platform Roblox in 2021.