Chipotle launches a 170 litre Big Ass Chipotle Bag to promote Family Meals, with weekly prize draws for US Rewards members

Key Takeaways

• Chipotle has launched the limited-edition Big Ass Chipotle Bag, a supersized version of its to-go bag measuring 36 inches wide, 24 inches tall and 12 inches deep.

• The bag promotes Family Meals, the chain's digital-exclusive group order that serves four to six people for less than $10 per person.

• US Chipotle Rewards members who order a Family Meal through the app or Chipotle.com are entered automatically into weekly draws running from 13 October to 10 November 2026.

• The bag stars in a national ad campaign that is Chipotle's first major work with creative agency GUT.

Anyone who has carried a group order home knows the panic of a takeaway bag never designed for six burrito bowls. Chipotle has answered in the least subtle way available, launching the Big Ass Chipotle Bag, a three foot wide, 170 litre version of its familiar to-go bag that shares its campaign imagery with a trumpet and a Christmas tree.

The oversized bag is a limited-edition prize designed to promote Family Meals, the shareable group order Chipotle originally launched as Build-Your-Own Chipotle. US Rewards members can win one through a weekly sweepstakes, and the bag is also the centrepiece of a national advertising campaign from GUT, the agency's first major work for the chain, arriving a few months after former Burger King marketing chief Fernando Machado became Chipotle's chief brand officer.

Chipotle's Big Ass Chipotle Bag holds 170 litres and goes to weekly Rewards winners until 10 November

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Chipotle announced the bag on 13 October 2026 as a larger version of the to-go bag customers already know. It measures 36 inches wide, 24 inches tall and 12 inches deep, and Chipotle has not said how many will be given away, only that winners are picked every week.

The sweepstakes runs from 13 October until 10 November 2026, with winners selected each week. US Rewards members who buy a Family Meal through the Chipotle app or Chipotle.com are entered automatically, and the official rules also set out a free way to enter without ordering.

"A Big Ass Meal deserves a Big Ass Bag," said Fernando Machado, Chief Brand Officer at Chipotle. He added that the brand had taken one of the most recognisable parts of the Chipotle experience and "gave it an outsized upgrade, and created something that's impossible to miss," adding, "It's fun, it's ridiculous and it's exactly the kind of thing we knew our fans would want to get their hands on."

The meal behind the bag is a digital-exclusive spread that lets groups build their own bowls, tacos, salads and nachos at home, with pickup ready in as little as 10 minutes or delivery. "Group occasions are a growing part of our business, and Family Meals give guests more ways to enjoy Chipotle together," said Stephanie Perdue, Senior Vice President, Brand Marketing at Chipotle, who pointed to dinners and game days as typical occasions