Chipotle integrates with another video game
The fast-casual chain’s new PGA TOUR 2K25 Quests gives players the chance to earn free food and unlock exclusive in-game gear.
July 9, 2026
Less than a month after Chipotle launched a branded lobby inside Riot Games’ 2XKO, the fast-casual chain is making its appearance in another video game. Chipotle announced an integration with Season 7 of PGA TOUR 2K25 that includes the chance for players to earn free food and unlock exclusive in-game gear tied to their performance.
As part of the integration, Chipotle has launched a series of challenges within MyCAREER mode that reward players based on their gameplay. Players can compete in the Chipotle Hot Streak Quest, featuring three themed chapters — “Fairway to Foil,” “Built Different,” and “Drive for the Double Protein” — to earn rewards such as gear, food, and available only in PGA TOUR 2K25, a taco-head “Chi-Putt-Le” putter, foil-inspired golf pants, and a Chipotle pepper bucket hat and polo shirt.
"Whether they're watching tournaments, playing a weekend round or competing in PGA TOUR 2K25, golf fans are finding new ways to engage with the sport,” Senior Vice President of Brand Marketing Stephanie Perdue said in a statement. “This partnership allows us to meet them where they're already spending time and reward their passion with experiences that extend from the game into the real world.”
Chipotle is also introducing a (real) limited-edition collectible Chipotle fork-inspired pitch mark repair tool that doubles as both a golf accessory and dining utensil, inspired by the cult-like following of Chipotle's signature black fork. Through the “Chipotle Golf Collectible Sweepstakes,” Chipotle Rewards members can exchange 10 points for a chance to win a pitch mark repair tool through July 22.
To celebrate the launch, PGA Tour players Joel Dahmen and Mark Hubbard teamed up for a tongue-in-cheek video showcasing the pitch mark repair tool on and off the course.
This integration builds on Chipotle’s expanding presence in golf, including its designation as the Official Mexican Restaurant of the PGA Tour, partnerships with PGA Tour players Max Homa, Maverick McNealy, and David Ford, and the Chipotle x Cobra Foil-Wrapped Burrito Head Cover.
PGA TOUR 2K25 is a golf sports simulation video game developed by HB Studios and published by 2K Games. Released as the sixth major installment in the PGA TOUR 2K franchise, the game features legendary golfer Tiger Woods alongside Homa and others as its primary cover athletes.
It also expands on the chain’s history with the gaming community. In 2024, the chain partnered with Tekken 8 to allow players to earn in-game currency through digital entrée purchases. Chipotle also started its Evo sponsorship with FGC in 2023. That same year, the chain served as an official launch partner of Street Fighter 6.
Global gaming revenue is projected to grow by 6% from 2026 to 2030. According to Deloitte, roughly three in 10 Gen Z teens (27%) say gaming is their favorite entertainment activity.
Contact Alicia Kelso at [email protected]
Follow her on TikTok: @aliciakelso
About the Author
Alicia Kelso
Executive Editor, Nation's Restaurant News
Alicia Kelso is the executive editor of Nation's Restaurant News. She began covering the restaurant industry in 2010 for QSRweb.com, FastCasual.com, and PizzaMarketplace.com. When her son was born, she left the industry to pursue a role in higher education, but swiftly returned after realizing how much she missed the space. In filling that void, Alicia added a contributor role at Restaurant Dive and a senior contributor role at Forbes.
Her work has appeared in publications around the world, including Forbes Asia, NPR, Bloomberg, The Seattle Times, Crain's Chicago, Good Morning America, and Franchise Asia Magazine.
Alicia holds a degree in journalism from Bowling Green State University, where she competed on the women's swim team. In addition to cheering for the BGSU Falcons, Alicia is a rabid Michigan fan and will talk about college football with anyone willing to engage. She lives in Louisville, Kentucky, with her wife and son.
Follow her on TikTok @aliciakelso
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