Dubbing them “two-minute readings,” Chipotle has released a series of essays from the likes of Toni Morrison, George Saunders, Jonathan Safran Foer, Malcolm Gladwell, Bill Hader, Sarah Silverman, and Judd Apatow which appear on their cups and bags and fall under their “Cultivating Thought” initiative. “Packaging in fast food restaurants is typically sold to advertisers, or used to promote new limited-time menu items, but we have never used our packaging that way,” said Mark Crumpacker, chief marketing and development officer at Chipotle. “Instead, we have used it to entertain our customers using wit, humor and design. Following in that tradition, our new packaging allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered.” Safran Foer commented, “We live in a world in which there is shrinking space for literature and writing, and less time than ever for quiet reflection. The idea of expanding the space and time, of creating a small pocket of thoughtfulness right in the middle of the busy day, was inspiring to me – particularly given the size and diversity of the audience, which is America itself.” The “Cultivating Thought” packaging is available in many Chipotle restaurants starting today, and will be arriving in all restaurants in the coming weeks.
Perhaps we could contribute? “For sale, burritos, never warmed up.”