Key Findings
- Chipotle is celebrating National Fork Day by releasing a $30 collectible box filled with 53 of its cult-favorite black forks.
- The brand is also re-releasing its sold-out fork T-shirt, designed by Julia Dufossé, on chipotlegoods.com while supplies last.
- The fast-casual restaurant turns a quirky holiday into a fun brand moment, using scarcity marketing through limited drops to drive urgency and sales.
Chipotle Mexican Grill is celebrating its most unlikely cult favorite — the black plastic fork — with a new merch drop just in time for National Fork Day.
Starting April 8 at 9 a.m. PT, fans can snag the Extra Fork Collection: a boxed set of 53 Chipotle forks designed for the most dedicated utensil hoarders.
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Each set retails for $30 and comes with two free entrée cards.
The collection was inspired by years of internet chatter around the chain's signature black fork.
From Reddit threads to celebrity shout-outs, fans have called it everything from a "flavor enhancer" to a non-negotiable part of the Chipotle experience.
Some even admit to keeping a personal stash at home.
how many forks are in ur stash be honest 😈
— Chipotle (@ChipotleTweets) April 6, 2025
In a statement, Chipotle VP of Brand Marketing Stephnie Perdue explained the brand's thinking behind the launch:
"We love creating unexpected moments that ignite our passionate community and showcase their Chipotle fandom.
National Fork Day is a perfect example of how we celebrate ownable holidays on the calendar that tie into our unique brand insights."
Chipotle knows its fans well, and turning a plastic fork into a collector's item proves it.
The brand keeps winning by using brand recognition to turn everyday quirks into badge-worthy merch.
For Fork Fans Only
Chipotle Rewards members can also enter to win the Extra Fork Collection through the Rewards Exchange on the app and website.
From now through April 22, members can redeem 10 points per entry — up to 15 times — for a chance to win. Ten lucky winners will be chosen.
To mark the occasion, Chipotle is also bringing back some of its fork-inspired fashion.
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Fans can shop a reissue of the sold-out fork T-shirt designed by Austin-based graphic artist Julia Dufossé.
Originally part of Chipotle's artist-designed Mystery Tee drop in 2023, it features a colorful, airbrushed design and is available now on chipotlegoods.com.
As for the Extra Fork Collection, it's available exclusively on the same site while supplies last.
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From napkin holders to cilantro soap, the fan-favorite Mexican joint has built a reputation for turning everyday brand quirks into sell-out merch.
The fork drop keeps that energy going — with a tongue-in-cheek nod to the fans who really do believe food just tastes better with a Chipotle fork.
Businesses can also use scarcity marketing to enhance brand visibility by creating a sense of urgency, ultimately leading to higher conversion rates.
Back in February, the Chipotle teamed up with NASCAR Champion Ryan Blaney to launch a limited-time signature dish.
