Chipotle and BÉIS Team Up for a Quirky Travel Collection That Has Everyone Talking

In a collaboration that nobody saw coming but everyone is talking about, Mexican fast food giant Chipotle has joined forces with trendy luggage brand BÉIS to create “The To Go Collection,” a line of travel accessories designed with burrito lovers in mind. Think of it as the perfect marriage between your favorite quick meal and stylish travel gear—a real-life version of “HOT TO GO!” as pop star Chappell Roan might say. This unexpected partnership brings together two seemingly unrelated brands to create products that promise to keep your Chipotle order fresh whether you’re heading home for the holidays or just across town for dinner with friends.

The collection, launching December 8th on the BÉIS app and website, features an impressive array of 11 pieces ranging from practical to playful. Shoppers can choose from larger items like the Chipotle Rollers (priced between $278-$378) to more affordable accessories like the Take Out Tote Bag ($98), Burrito Holder Sling ($48), and even a whimsical Guac Cup Bag Charm for $34. Each item in the collection cleverly reimagines traditional travel gear with Chipotle-inspired designs, merging BÉIS’s reputation for stylish functionality with the beloved fast-casual restaurant’s familiar aesthetic. The inspiration behind this unusual pairing reportedly came from BÉIS CEO Adeela Hussain Johnson and her team, who describe themselves as “longtime Chipotle fans,” suggesting this was as much a passion project as a business venture.

“Our goal was simple—create elevated silhouettes inspired by real Chipotle takeout habits that become an authentic part of superfans’ rotation,” explained Hussain Johnson in the official announcement. The BÉIS team sees practical value in their creation, adding, “We’ve taken the function and the art of carrying your essentials to the next level. After all, during the busy holiday season and beyond, having your Chipotle burritos and bowls with you hands-free is a must.” This statement raises the question many consumers hadn’t previously considered: do we need specialized accessories for transporting our favorite fast food? According to BÉIS and Chipotle, the answer is an enthusiastic yes, identifying a niche that apparently existed right under our noses—or rather, in our takeout bags.

The social media reaction to this collaboration has been as diverse as Chipotle’s topping options, with responses ranging from excitement to bewilderment. TikTok user Sofie (@softpaella) voiced what many were thinking when she asked her followers, “Why are brands still collabing in the most random way?” Her video acknowledged the significant effort required to coordinate such partnerships while questioning the underlying strategy. Comments on her post echoed this sentiment, with one user describing the collaboration as feeling “SHALLOW,” while another simply stated, “this crossover didn’t make sense.” The prevailing question among skeptics seemed to be about the market research behind the decision, with one commenter wondering, “Is this what the people asked for?”

Not all reactions were negative, however. Some observers pointed out the potential strategic benefits of such an unexpected pairing. “I think it opens doors to wider audiences by combining a very niche travel brand with a food chain that has tons and tons of fans,” noted one optimistic commenter, highlighting the cross-marketing potential. Another supporter suggested that in today’s saturated marketplace, “it is a great way to ‘think outside the box’ if done right and open more doors and opportunities. Sometimes it is just shock factor bc it is hard to stand out and keep attention these days.” These perspectives frame the collaboration not as random but as a calculated move to capture attention in an increasingly crowded consumer landscape.

This Chipotle x BÉIS partnership represents a growing trend of unexpected brand collaborations that aim to create buzz through their sheer unexpectedness. In recent years, we’ve seen everything from luxury fashion houses partnering with fast food chains to automotive brands teaming up with cosmetics companies. While traditional marketing wisdom emphasized finding natural fits between collaborating brands, today’s strategy often seems to be: the more surprising the pairing, the more attention it generates. For Chipotle, already known for its creative marketing approaches, this move extends their brand into the lifestyle space beyond food. For BÉIS, a relatively young company founded by actress Shay Mitchell, the partnership offers exposure to Chipotle’s massive and loyal customer base.

Whether consumers ultimately embrace the idea of specialized luggage for their burritos or dismiss it as marketing gimmickry, the Chipotle x BÉIS collaboration has already achieved one important goal: getting people talking. In a world where consumer attention is the most precious commodity, sometimes the most successful brand strategy isn’t creating something everyone loves, but rather creating something no one can ignore. As social media continues to dissect this unusual pairing, both companies benefit from the conversation. And who knows? Perhaps in the not-too-distant future, we’ll all be wondering how we ever traveled with our takeout orders without a dedicated Burrito Holder Sling or Guac Cup Bag Charm. After all, the best marketing doesn’t just meet existing needs—sometimes it creates desires we never knew we had.