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Chipotle Adds Original Literature By Famous Authors To Its Packaging

Chipotle Adds Original Literature By Famous Authors To Its Packaging
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Famous writers' prose will be featured on the shop's materials.

Leah Gonzalez
  • 16 may 2014

People don’t really associate fast food with literature, but that doesn’t mean there’s no way the two can go together.

Chipotle Mexican Grill has launched a new program called Cultivating Thought Author Series, which features original works written by famous writers, influential thought leaders, actors, and comedians on the restaurant’s packaging.

The new program was created in partnership with Jonathan Safran Foer, New York Times best-selling author of novels such as Extremely Loud and Incredibly Close, Eating Animals, and Everything is Illuminated. The author is also responsible for curating the series and selecting the stories that are meant to entertain customers and help them become more familiar with some of today’s most influential and creative personalities.

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In a press release, Foer said,

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.

Mark Crumpacker, chief marketing and development officer at Chipotle, also stated,

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. 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.

Foer is not only curator of the series but is also one of the contributors. Joining him as contributors are famous TV and film personalities Judd Apatow, Bill Hader, Sarah Silverman, as well as award-winning authors Sheri Fink and Toni Morrison, best-selling authors Malcolm Gladwell, Michael Lewis, and George Saunders, and award-winning experimental psychologist Steve Pinker.

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The company also commissioned several talented artists to create illustrations that will accompany each of the written pieces, which will be featured in a Chipotle bag or cup. The essays are “two-minute” readings and cover a wide range of topics, highlighting the diversity and range of perspectives of the ten contributing writers.

The Cultivating Thought packaging is already available in most Chipotle restaurants and will become available in all branches in the next few weeks.

Cultivating Thought

[h/t] BusinessWire

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