Chicago creator Ellie (@elliemadeline16), who has been posting a Chipotle Sunday series on TikTok for close to three years, says the burrito chain DM’d her to use one of her videos, went dark once she asked about payment, then launched an “On Sundays, we get Chipotle” push that links to her clip.
What happened with Chipotle?
“I have been bamboozled by Chipotle,” Ellie says at the top of the post. She isn’t claiming to have coined Chipotle Sunday, she notes upfront, but says she’s spent roughly three years unboxing her Sunday order and showing her bowl for the series.
“About a week and a half ago, I got this DM from Chipotle,” she says. “I literally was jumping up and down screaming.”
Per her account, the brand wanted the video without credit or payment. She replied that she’d “love to work with you guys” and asked about payment or another collaboration. No response. She followed up. Nothing, though she says the DMs were read.
Then Sunday arrived. Chipotle’s “On Sundays, we get Chipotle” campaign went live, and, per Ellie, the link points directly to her video.
“I feel like my work was taken from me,” she says. “I didn’t do anything. I’m not claiming I made up Chipotle Sunday, but they did tell me about it and asked me to be part of it, and then never responded.”
She signs off noting she’s still eating her Chipotle.
People start hating on Chipotle
“Chipotle did over $1.5 BILLION in PROFIT last year for perspective,” said one person. “They could give you a [expletive] burrito and a paycheck.”
Another person commented, “linking to your post in the campaign while ghosting you is nasty work.”
A Chipotle competitor, Moe’s Southwest Grill, attempted to swoop in and steal a budding influencer: “Think it’s time for a Moe Monday.”
In one of the “Chipotle Sunday” videos, Chipotle actually inserted another food influencer in the clip, which seemed underhanded. The people had a lot to say there as well.
“Chipotle ur so weird for this lol, why dm her, stop responding & proceed to make this ad…. Odd behavior,” said one person.
“Why didn’t you guys have the actual Chipotle Sunday girl to do a video like this and PAY HER?” asked a commenter. “Y’all are greeeeeedy for this. Bye.”
Chipotle Sunday, Officially
The story didn’t end there. In a follow-up, Ellie says she’s “officially a Chipotle partner,” collaborating with the chain on a Chipotle Sunday series, and holds up her personal Chipotle VIP card.
“I don’t even have words,” she says. “I’m reusing this every Sunday for my Chipotle Sundays.”
She’s also plugging the chain’s SUNDAYS code—buy two entrées after 3 p.m. via the app or website, get one free—running Aug. 24, Aug. 31, and Sept. 7 as part of Chipotle’s back-to-school push.
Flattered But No Credit
This isn’t the first time influencers have not received credit where it’s due. In 2020, actress Ana Coto posted a side-by-side of her viral “Jenny From the Block” rollerskating clip and Fortnite’s near-identical “Freewheelin'” emote, tagging the game: “Flattered but no dance credit?” Epic Games went with a half-measure, crediting the move as “inspired by” Coto within a week and later hired her to design another skate emote.
The Renegade case set the template. Fourteen-year-old Jalaiah Harmon watched Charli D’Amelio and Addison Rae ride her dance to stardom before The New York Times identified her as the originator. “I was happy when I saw my dance all over,” Harmon told the paper. “But I wanted credit for it.” Recognition followed—including a spot at the NBA All-Star Game.
@elliemadeline16 My craziest Chipotle Sunday yet. Maybe they’ll reply to my dm now UPDATE: CHIPOTLE HAS CONTACTED ME. MORE TO COME#chipotle #chipotlesunday ♬ original sound – elliemadeline16
Subplot reached out to Ellie (@elliemadeline16) via TikTok message and comment, and to Chipotle via email for more information.
