Introduction to the Unlikely Collaboration
Someone call Chappell Roan because the latest brand collaboration between Mexican fast food classic Chipotle and luggage brand BÉIS is the real version of "HOT TO GO!" The traveler-favorite restaurant chain and the luggage brand founded by Shay Mitchell have joined forces to create an 11-piece luggage collection — called “The To Go Collection” — designed to keep that Chipotle order fresh on the next trip home for the holidays.
The Collection
The collection includes bizarre items like a napkin bag, a burrito bag set, and a burrito shoulder bag. The collection — which includes everything from so-called Chipotle Rollers to a Take Out Tote Bag to a Burrito Holder Sling and a Guac Cup Bag Charm — hits virtual shelves on the BÉIS app at 6 a.m. PT on December 8 and will be available on the brand’s website at 9 a.m. PT that day.
The Idea Behind the Partnership
If you’re wondering about this unexpected partnership, the idea reportedly came from BÉIS CEO Adeela Hussain Johnson and the rest of the BÉIS team, who are "long-time Chipotle fans.” “Our goal was simple – to create elevated silhouettes inspired by real Chipotle snacking habits and become an authentic part of the superfans’ rotation,” said Hussain Johnson. "We’ve taken the function and art of carrying essentials to the next level. After all, carrying your Chipotle burritos and bowls hands-free is a must during the busy holiday season and beyond."
Public Reaction
When the news hit social media, the reaction from Chipotle and BÉIS fans alike was a mix of excitement, denial, and just plain confusion. You can’t blame them. Do travelers really need a place to put their burrito? Apparently yes. “Why are brands still collaborating in completely random ways?” one user asked. “I have to give credit to the teams behind it,” another user continued. "Because any kind of collaboration on the CPG side is a lot of work and really difficult, and you have to work with two teams. In the end, it’s really rewarding… but why are they doing this?"
Mixed Reviews
The collaboration received mixed reviews, with some users calling it "shallow" and "arbitrary." However, one optimistic commenter made a valid point: "I think it opens doors to a wider audience by combining a very niche travel brand with a grocery chain that has tons of fans." Another user commented, "For me personally, if you do it right, it’s a great way to think outside the box and open more doors and opportunities. Sometimes it’s just a shock factor because it’s hard to stand out and keep attention these days."
