Chipotle Brings Back Tattoo BOGO, Teams With Swae Lee For Flash Sheet
Chipotle is reviving its Friday the 13th buy-one-get-one promotion for March 13, offering BOGO entrees to customers with any tattoo and partnering with swae lee to produce a limited temporary tattoo flash sheet. The collaboration includes a single exclusive tattoo pack at one Miami restaurant and repeats a one-hour promotion format the chain has run previously.
Confirmed: Chipotle’s March 13 BOGO hour and exclusive Miami tattoo pack
Chipotle will offer a one-hour buy-one-get-one deal on March 13 that is open to customers with any tattoo, permanent or temporary, and extends BOGO eligibility for up to five menu items during the promotion window noted in the chain’s materials. One physical manifestation of the promotion is a tattoo pack co-created with Swae Lee that will be available only at a single Miami location, 3201 N. Miami Ave.
For customers without permanent ink, the chain’s published fine print defines a tattoo as a real tattoo, a temporary tattoo, a drawn-on tattoo, or another creative iteration, with acceptability determined by restaurant staff; the promotion previously ran during a one-hour window in June and generated the chain’s highest-ever sales during that 3 to 4 p. m. non-peak hour.
Drivers: Maroon 5’s 2019 meme, the Friday the 13th flash tradition, and June sales data
The promotion leans on a meme that spread during the 2019 Super Bowl halftime when fans likened Adam Levine’s tattoos to Chipotle bag artwork, captured in the phrase “tatted like a Chipotle bag, ” and taps into the Friday the 13th flash-tattoo tradition mentioned in the chain’s materials. The flash tradition was described in context as a practice tied to that date, and the promotion also recalls a June iteration that produced the chain’s strongest non-peak-hour sales performance for the 3 to 4 p. m. hour.
Context further connects the stunt to the broader Friday the 13th ritual: one account in the record traces a flash-tattoo marathon back to 2008 and an organizer named Oliver Peck, with a single-day total of 415 people cited as part of that history, indicating the cultural frame the chain is referencing for March 13.
Swae Lee Scenarios: If the Miami pack expands, and if exclusivity holds
Scenario A: If the Miami collaboration with Swae Lee expands—If Chipotle moves the limited Swae Lee flash sheet beyond the single Miami restaurant at 3201 N. Miami Ave., the March 13 stunt could scale quickly across more locations during future Friday the 13th promotions, leaning on the June precedent where the chain hit its highest-ever non-peak hour sales during the 3 to 4 p. m. window. That continuation would tie direct merchandising with a repeat of the timing that produced measurable sales gains.
Scenario B: Should exclusivity remain—If the tattoo pack co-created with Swae Lee remains exclusive to the Miami address, the promotion will likely register as a one-off marketing moment that amplifies local foot traffic and cultural buzz without immediately replicating the June sales spike chainwide. Exclusivity would keep the physical pack rare while the broader BOGO offer still runs at restaurants offering the one-hour deal for fans with tattoos.
Based on context data:
- Promotion date: March 13
- Promotion window in prior runs: 3 to 4 p. m. local time
- BOGO eligible up to: five menu items
- Exclusive pack location: 3201 N. Miami Ave., Miami
- Oregon footprint noted: 58 Chipotle locations in Oregon, 10 in Portland
- Cultural touchpoints: Maroon 5 2019 meme; Friday the 13th flash tradition tied to 2008 and Oliver Peck
The next confirmed milestone from the context is the March 13 promotion itself, when restaurants will run the one-hour BOGO offering and the Miami location will carry the Swae Lee flash sheet. What the context does not resolve is whether the Miami tattoo pack will be sold beyond 3201 N. Miami Ave. or whether the March 13 hour will match the June promotion’s highest-ever non-peak sales; those outcomes will be clarified by post-event availability notices and sales figures tied to the March 13 window.
