CHIPOTLE GOES BIG FOR FAMILY MEALS WITH THE BIG ASS CHIPOTLE BAG
Key Highlights
- ➤Chipotle (CMG) unveils limited-edition Big Ass Chipotle Bag for Family Meals
- ➤Family Meals serve four to six people at less than $10 per person
- ➤U.S. Rewards members can enter weekly sweepstakes beginning October 13
- ➤Chipotle launches first major campaign with agency partner GUT
Expert Statements
Fernando Machado, Chief Brand Officer at Chipotle
“A Big Ass Meal deserves a Big Ass Bag”
Fernando Machado, Chief Brand Officer at Chipotle
“We took one of the most recognizable parts of the Chipotle experience, gave it an outsized upgrade, and created something that's impossible to miss. It's fun, it's ridiculous and it's exactly the kind of thing we knew our fans would want to get their hands on.”
Stephanie Perdue, Senior Vice President, Brand Marketing at Chipotle
“Group occasions are a growing part of our business, and Family Meals give guests more ways to enjoy Chipotle together”
Stephanie Perdue, Senior Vice President, Brand Marketing at Chipotle
“With enough food to serve four to six people, it's a convenient option for dinner, game days and all the moments when everyone wants something a little different.”
Ricky Casal, Chief Creative Officer at GUT Miami
“The fun of this idea is how little explaining it needs”
Ricky Casal, Chief Creative Officer at GUT Miami
“You see this ridiculously oversized Chipotle bag and immediately get the joke. We leaned into that simplicity, treating it like a luxury object and letting the scale do the storytelling.”
CHIPOTLE GOES BIG FOR FAMILY MEALS WITH THE BIG ASS CHIPOTLE BAG PR Newswire
* Chipotle unveils a limited-edition, three-foot-wide, 170-liter version of its iconic takeout bag to spotlight Family Meals * Family Meals are Chipotle's digital-exclusive, customizable offering designed to serve four to six people * Beginning October 13, U.S. Rewards members can enter for a chance to win a limited-edition Big Ass Chipotle Bag through the Chipotle app(1 ) NEWPORT BEACH, Calif., Oct. 13, 2026 /PRNewswire/ -- Chipotle Mexican Grill (NYSE: CMG) is giving its iconic to-go bag a Big Ass upgrade. The limited-edition Big Ass Chipotle Bag is a larger-than-life take on a brand staple, created to celebrate Family Meals, Chipotle's digital-exclusive group offering.
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