From Viral TikTok to the Chipotle Menu: The Making of Chipotlex
What started as an organic TikTok video became a viral moment that helped inspire a new Chipotle menu item.
The Opportunity
Turning Social Buzz Into a Menu Moment
In December 2022, Alexis Frost shared a video as part of her “Eating What Employees Would Order” series, featuring a steak quesadilla with extra cheese and fajita veggies. The video caught the attention of creator Keith Lee, who stitched it and added his own twist by recommending Chipotle’s Honey Vinaigrette.
The combination quickly took off, sparking widespread conversation and consumer demand for the quesadilla combination. Recognizing the opportunity to turn an organic creator-led trend into something bigger, Chipotle brought Alexis and Keith into the conversation.
The Strategy
Co-Creating With Influencers
Chipotle partnered with Alexis Frost and Keith Lee to bring the viral food trend from social media to its menu. The creators were invited to Chipotle’s test kitchen to collaborate with the brand’s culinary team and help bring the fan-favorite combination to life. The result was the Fajita Quesadilla, which officially launched as a digital-only menu item in March 2023.
The campaign extended beyond the menu launch, with Chipotle embracing the creators and the community that helped make the trend a success. In a memorable moment, Alexis and Keith were surprised with custom “Chipotlex” and “Chipotlee” signage at a Chipotle location in Las Vegas.
THE RESULTS
The collaboration demonstrated the power of creator-led conversations to influence culture, drive consumer behavior, and inspire real-world brand innovation. Social performance and campaign impact reflect the broader collaboration across Alexis Frost, Keith Lee, and Chipotle, rather than Alexis’s individual contributions alone.
30.6M+
video views
3.7M+
likes
69K+
shares
47K+
comments
34M
social impressions
3.7M
social engagements
2X
growth in quesadilla business at launch
7%
week-over-week increase in Chipotle Rewards enrollments at launch
Industry Recognition
Award-Winning Creator Partnership
The collaboration was recognized in Adweek’s 2023 Creator Visionary Awards in the Brand Collab category. Adweek highlighted the partnership between Chipotle, Alexis Frost, and Keith Lee as an example of how creator-driven content can translate into meaningful cultural momentum and real business impact.
The Takeaway
The Strategic Lesson Behind Chipotlex
The Chipotlex moment is a powerful example of what can happen when brands recognize the value of organic creator influence. By turning an authentic social media conversation into a real product experience, Chipotle transformed a viral moment into a campaign that resonated with consumers well beyond the For You Page.
