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Library/Campaign/Chipotle Lid Flip
Grade B18 sourcesHIS-00091

Chipotle Lid Flip

Campaign · 2019 · Niche

28Editable slideCertificate

Its agency reported 110,000 TikTok submissions in six days for an employee’s lid flip.

Original · Daniel Vasquez / @chipotle
Clip · @daviddobrik on TikTok
Chipotle on Instagram: "💯"
Chipotle on Instagram
#ChipotleLidFlip @chipotle #ad
@daviddobrik on TikTok
7. The New York Times' Taylor Lorenz
Geek Out with Matt Navarra
Frederick man goes viral for Chipotle burrito bowl flipping skills
Baltimore Sun
Inside Chipotle's TikTok strategy
Digiday

Spread Score

How it works
ReachNo data yetContagion45Breadth10VelocityNo data yetLongevityNo data yet28

Numbers

Lid Flip submissions, alternate agency entry
111K
As of May 10, 2019 · TikTok · Self-reported · The Shorty Awards; entry by Day One Agency, Collab and Chipotle Mexican Grill
Milestone date
Week of May 10, 2019
Jan 9 ’19 to Week of May 10, 2019
Platforms
6
Started on Instagram
Origin
Mixed
Food & beverage

Mechanics

  • ChallengePrimary
  • Platform jump
  • Press loop
  • Newsjacking
  • Maker origin
  • Real-world spectacle

How it spread

Trace the origin

Chipotle shared an employee’s lid flip on Instagram, then sponsored a TikTok challenge with David Dobrik for Cinco de Mayo. The agency reported 110,000 submissions in six days. Chipotle said the partnership led to its highest digital sales day.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Jan ’19FebAprJunJulSepNovFeb ’20AprInstagramPressTikTokOpen webYouTubeAudio
InstagramPressTikTokOpen webYouTubeAudio

13 more events on this chart

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Timeline (16)

  1. January 2019

    @chipotle seed · Jan 9 ’19

    Chipotle posted Daniel Vasquez flipping a burrito bowl lid at its Frederick restaurant.[1][2]

    Frederick man goes viral for Chipotle burrito bowl flipping skills
    Open the first post ↗

  2. WMAR-2 News platform jump · Jan 14 ’19

    WMAR reported more than 866,000 Instagram views of the Frederick employee’s lid flip.[3]

  3. Baltimore Sun press · Jan 15 ’19

    The Sun profiled Vasquez, who had learned the lid flip from a co-worker at another eatery.[2]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 1 event · Added 1 source · Revised 1 number
  2. 2026-10-12Added: 16 events, 17 sources · Score 22
Origin
Mixed
Sector
Food & beverage
Region
US
Lid Flip submissions, alternate agency entry
111K
As of May 10, 2019 · TikTok · Self-reported · The Shorty Awards; entry by Day One Agency, Collab and Chipotle Mexican Grill
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Jan ’19FebAprJunJulSepNovFeb ’20AprInstagramPressTikTokOpen webYouTubeAudio
InstagramPressTikTokOpen webYouTubeAudio

13 more events on this chart

Join free to see them

  1. January 2019

    @chipotle seed · Jan 9 ’19

    Chipotle posted Daniel Vasquez flipping a burrito bowl lid at its Frederick restaurant.[1][2]

    Frederick man goes viral for Chipotle burrito bowl flipping skills
    Open the first post ↗

  2. WMAR-2 News platform jump · Jan 14 ’19

    WMAR reported more than 866,000 Instagram views of the Frederick employee’s lid flip.[3]

  3. Baltimore Sun press · Jan 15 ’19

    The Sun profiled Vasquez, who had learned the lid flip from a co-worker at another eatery.[2]

  1. owner response · May 3 ’19

  2. platform jump · May 5 ’19

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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