"You know who you are," Chipotle said in its promo for a double-chicken and white rice bowl, named for its reliable customer cohort.
Jeffrey Greenberg/Universal Images Group via Getty Images
Move over rat boys; it's a Chipotle Boy summer.
The army of young urban male office workers who just might constitute the chain's most reliable customer cohort is now being recognized with a meal special of their own.
Now available for a limited time, the Chipotle Boy bowl is available in the app, featuring the necessary two scoops of chicken (so you don't have to ask), white rice, black beans, mild salsa, corn, sour cream, cheese, guacamole, and lettuce.
Chipotle
"You know who you are," the item listing says, beneath a collage of the bowl, a copy-pasted stack of white finance bros, and a spreadsheet to really drive the meme home. (It is unclear from the image whether the guys are 6'5" or have blue eyes.)
In a post on X, the brand posted a "Chipotle Boy Starter Pack," which included aviators, AirPods, a MacBook, a glovebox full of Chipotle napkins, and the requisite puffy vest.
the polls are in ????️ the official Chipotle Boy Bowl is avail starting today in the app
— Chipotle (@ChipotleTweets) June 17, 2024
for all my double chicken white rice black beans mild salsa corn salsa sour cream cheese guac and lettuce mans out there pic.twitter.com/chx6brYZoX
Several regulars previously told Bustle that Chipotle has been able to "tick all the boxes" of convenience, speed, and nutrition.
"After all, who needs variety when you have the intoxicating promise of optimization?" Bustle wrote.
Attempting to "Make it my own" on the Chipotle Boy Bowl brings up a warning that changes could make the meal ineligible for the promotional price.
overheard two twenty-something women discussing the concept of a "chipotle boy," apparently a boy who eats chipotle 5-7 days a week, "the chipotle boys are everywhere"
— Jackson McHenry (@McHenryJD) May 27, 2024
Bustle also observed that several customers were picking up orders from restaurants near their offices — in many cases to eat at their desks.
And a trainer told the outlet that "gym boys tend to be Chipotle Boys," since the chain's dietary information makes it easy to track macronutrients.
Earlier this year, some diners complained that they were receiving skimpier scoops than they were expecting, prompting the company to clarify that there had been no official change in portion sizing.
