Internet Sensation “Chipotle Is My Life” Kid Gets New Menu Item Named After Him
You can now ask for Roy Murray’s go-to order, and don meme-adorned apparel.
Chipotle is using one of the most popular memes of the past few years as inspiration for some new merch and a new menu item.
On Thursday, the fast-casual chain announced it is teaming up with 12-year-old Roy Murray, a.k.a. the “Chipotle Is My Life” kid, for a limited-edition apparel drop as part of the Chipotle Goods collection, which also includes “Chips and Guac” slides, a foil gym bag that looks just like a snug burrito and a denim jacket that’s lined with an adorable avocado-print.
Roy became an internet sensation in 2014 when he famously exclaimed “OMG, I love Chipotle. Chipotle is My Life!” on camera. The clip has since made the rounds on TikTok and other video-sharing platforms.
As can be expected, the collection, which includes both a t-shirt and a long-sleeve tee, features bold text and imagery referencing the viral moment. The t-shirt boasts a still of Roy with the phrase, “OMG I love Chipotle, Chipotle is my life” in block letters while the long-sleeve version features a portion of Roy’s effusive praise for Chipotle on each sleeve.
All profits from Chipotle Goods go toward supporting organizations that are focused on making fashion or farming more sustainable.
What’s more? Chipotle is also adding a new limited-time entrée to its menus called the “Chipotle Is My Life” Bowl. As you may have guessed, this is the menu item Roy ordered all those years ago that prompted him to declare his love for the chain. Roy’s go-to order consists of double white rice, black beans, chicken, tomatillo-red salsa, roasted chili-corn salsa, sour cream and cheese.
“The phrase ‘Chipotle is My Life’ has become synonymous with love for the brand, and we’re always looking for ways to tap into our passionate fan base to drive culture,” Chris Brandt, Chipotle’s chief marketing officer, said via a press release. “Our new collaboration with Roy pays homage to one of our first viral super fans and celebrates our 20 million Chipotle Rewards members.”
Roy is also the newest recipient of the Chipotle Celebrity Card, which is held by a small, elite group of brand super fans. The card grants access to free Chipotle. In July 2018, Cardi B was given a similar honor — free Chipotle chips and guacamole for life after name-checking the menu item in her track, “Dinero.”