Chipotle has launched a limited-time, custom-branded menu item built around Twitch streamer Pokimane’s go-to order, the latest in a string of creator tie-ins the chain has rolled out this year.

As reported by GamesBeat, the Pokimane Pollo Asado and Steak Bowl went live on Chipotle’s digital ordering channels on September 28 and will run online-only through October 12, timed to the return of the chain’s pollo asado.

Chipotle is framing the two-week collaboration as a one-off rather than an ongoing campaign. Scott Robinson, Chipotle’s Director of Brand Marketing, said the partnership builds on previous work with the streamer, including the brand’s “It’s Time For Real” national TV ad and the earlier launch of its pollo asado. “Poki’s Pollo Asado and Steak Bowl is a natural next chapter in that relationship,” Robinson told GamesBeat.

A Relationship Built Over Months

Chris Mann, Senior Vice President at REVXP, the agency that handles Chipotle’s gaming marketing, said Pokimane’s involvement traces back roughly six to seven months, when she briefly appeared in a Chipotle campaign alongside tennis player Taylor Fritz as the brand looked to build relevance across gaming, sports and entertainment audiences. From there, Mann said his team worked with Pokimane and her representatives at WME over several months before landing on the pollo asado relaunch as the moment for her own item. “She’s been a Chipotle super-fan for years,” Mann told GamesBeat. “She’s created some fantastic short-form content that really helped amplify these launches.”

A sweepstakes is running alongside the bowl on the same timeline. Under official rules for the promotion, Chipotle is offering 20 free entrees, with a combined approximate retail value of $300, to TikTok users who follow Pokimane’s account and like a designated post between September 28 and October 12. Winners will be selected by Pokimane from eligible entries.

Chipotle is not treating units sold as the collaboration’s primary success metric. Robinson said the company is focused instead on the social conversation the partnership generates within the gaming community and how many guests are inspired to try the order. Mann echoed that framing: “It’s different for every bowl. I think the highest priority, from what we’ve seen in the past, is more about general awareness and sentiment.” 

Pokimane has featured the bowl on her livestreams and posted short-form content promoting it on TikTok and Instagram, which Mann said falls outside her contractual deliverables.

Part of a Broader Creator Push

The bowl is Chipotle’s third high-profile creator collaboration in as many months. In August, the chain built a limited-time “Salish Matter Order” around its Kid’s Cheese Quesadilla with 16-year-old creator Salish Matter, and in September it released a national ad built entirely from footage shot by 100 creators across more than 50 restaurant locations, with no brand-shot footage or traditional production involved.

The Pokimane bowl also arrives as Chipotle’s marketing organization is in transition. Chief Brand Officer Fernando Machado, who joined the company this summer, oversaw the 100-creator campaign as his first national work for Chipotle, though Robinson said the Pokimane partnership was already in motion before Machado’s arrival.

Pokimane, whose real name is Imane Anys, is Twitch’s most-followed female streamer, with 9.4 million followers on the platform and a growing TikTok audience of 7.3 million. Robinson said Chipotle intends to keep pursuing collaborations with digital and gaming creators where there is a genuine fit, prioritizing partners who already have an organic connection to the brand over standard sponsored arrangements.

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