David J. Phillip/AP

A tournament-long promotion in the state of Connecticut cost Moe’s Southwest Grill more than $400,000 dollars as both UConn basketball teams stormed to national championships.

The burrito chain cut the price of a burrito the day after each team won a game in the tournament in 17 locations, and the discount stacked the further the Huskies advanced. The day after the teams made the Sweet 16, burrito prices were lowered to $5. After making the Elite Eight, the price dropped to $4, and so on.

When each team won the national championship, the price of a Moe’s burrito plummeted to $1 on the day after each respective game, and UConn fans responded by gobbling 20,000 dollar burritos, according to ESPN.

All in all, Moe’s sold about 100,000 burritos during the promotion, at a loss of $435,000 in revenue.

(Thanks to ESPN for sharing this story.)