Chipotle introduces gold-foil-wrapped burritos to celebrate U.S. athletes in Olympics

Chipotle Mexican Grill announced that gold foil-wrapped burritos will be available for a limited time at selected locations in-restaurant and through digital orders beginning July 23.

The limited-edition gold foil will celebrate American athletes competing in Tokyo Olympics and encourage supporters to cheer on first-place finishes in the coming three weeks, the company said.

"We pride ourselves on being a go-to restaurant for many of the country's top competitors," said Chris Brandt, Chief Marketing Officer, said in a statement. "Our gold foil is symbolic of our support of American athletics and commitment to providing Real Food for Real Athletes."

Chipotle not only has a hidden menu, but it also has a freshly curated menu inspired by top athletes' orders, and it was "Chipotle's largest celebrity-inspired menu launch in the brand's history," the company said. It's also the official sponsor of US soccer, and according to US Soccer, it gave away free burritos during the NBA finals.

The golden burrito is the company's first Olympic-themed campaign. It is not the first time the company is launching such a campaign, back in 2011 Chipotle introduced gold foil statewide when it celebrated its 18th anniversary.

Furthermore, from July 23 to August 1, Chipotle is making it easier for fans to grab the food they crave while watching the country's top athletes compete by providing a $0 delivery charge on the Chipotle app and Chipotle.com.

Even though the gold foil is a temporary alteration in celebration of the Olympics, Chipotle staff are concerned that consumers on Reddit will again find something to complain about.