News

Chipotle unveils original essays on its packaging

May 15, 2014

Chipotle Mexican Grill today launched its “Cultivating Thought” author series, a new program that features original essays written by authors, actors and comedians on its restaurant packaging.

According to a news release, the program was created in partnership with New York Times bestselling author Jonathan Safran Foer ("Extremely Loud and Incredibly Close," "Eating Animals," "Everything is Illuminated"), who curated the series. The company said the stories are meant to entertain customers, while exposing them to the authors. The program is an extension of the company’s mission to “tell their unique story by engaging customers with thought-provoking ideas and cultural issues.”

“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,” Mark Crumpacker, chief marketing and development officer, said in the release. “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.”

In addition to Foer, contributors for the “Cultivating Thought” author series include:

• Judd Apatow – Golden Globe nominated writer/director/producer, "This is 40," "Bridesmaids," "Girls"
• Sheri Fink – Pulitzer-prize winning reporter/author, "Five Days at Memorial: Life and Death in a Storm-Ravaged Hospital"
• Malcolm Gladwell – New York Times bestselling author, journalist and speaker, "The Tipping Point," "Outliers," "Blink"
• Bill Hader – Emmy-winning comedian/actor/producer, "Saturday Night Live," "South Park"
• Michael Lewis – New York Times bestselling author and journalist, "Flash Boys," "The Blind Side," "Moneyball"
• Toni Morrison – Pulitzer and Nobel Prize winning author, "Beloved"
• Steve Pinker – award-winning experimental psychologist, writer on language, mind and human nature
• George Saunders – New York Times bestselling short-story and essay author, “Tenth of December,” “The Braindead Megaphone”
• Sarah Silverman – Emmy-winning actress/comedian, "The Sarah Silverman Program," "Saturday Night Live," "School of Rock"

Each writer’s work will be featured on a cup or bag in Chipotle’s restaurants. The essays, all themed as “two-minute” readings, vary in topic.

The “Cultivating Thought” packaging is available in many Chipotle restaurants starting today, and will be arriving in all restaurants in the coming weeks.