Inside Chipotle in the metaverse where users can roll virtual burritos they can never eat

CHIPOTLE is entering the metaverse and encouraging Roblox players to roll virtual burritos they can't eat.

Although a virtual burrito is pretty useless, some lucky users will be able to exchange their virtual labor for real life food.

The Mexican food chain has announced a Chipotle Burrito Builder experience that will let metaverse users roll their own burritos.

It's also revealed a behind the scenes look at the pixelated 'food' and a ‘90s themed restaurant that pays homepage to the first ever Chipotle.

You'll need to set up a Roblox account if you want to get involved in the simulation.

Successfully rolling a metaverse burrito can earn Burrito Bucks.

This virtual money can then be used in exchange for a real burrito.

The event starts on April 7, which happens to be National Burrito Day.

Only the first 100,000 Roblox players who roll a successful virtual burrito can earn the real life food.

Any virtual bucks won can then be exchanged for an entrée code that can be used to buy a food item on the Chipotle app or website.

This is the first time a brand is letting Roblox currency be exchanged for a non-virtual item.

Chris Brandt, Chief Marketing Officer, said: "We've tapped into play-to-earn, an emerging engagement model in the metaverse, to launch our newest experience on Roblox that celebrates the iconic Chipotle burrito.

"We're blending the metaverse and real-world elements of our brand to take the Chipotle fan experience to a whole new level."

The burrito challenge may sound like fun but big tech brands think a lot of us could be living and working in the metaverse one day.