American writer Jonathan Safran Foer help create Chipotle’s new “Cultivating Thought” campaign, which features essays from popular writers on their cups and bags. It all began when Jonathan was sitting at a Chipotle and realized that he had nothing to do while eating his burrito. He had forgot his book, and he didn’t yet own a smartphone. The idea struck: What if there were something truly good to read on his Chipotle cup? Or the bag? In an interview with Vanity Fair, he told the magazine he decided to email Chipotle’s C.E.O. Steve Ells, ’I said, ‘I bet a shitload of people go into your restaurants every day, and I bet some of them have very similar experiences, and even if they didn’t have that negative experience, they could have a positive experience if they had access to some kind of interesting text. Wouldn’t it be cool to just put some interesting stuff on it? Get really high-quality writers of different kinds, creating texts of different kinds that you just give to your customers as a service.’
Chipotle‘s bags and cups will now feature original work from Toni Morrison, George Saunders, Malcolm Gladwell, and Vanity Fair contributor Michael Lewis. Head over to Vanity Fair to read their exclusive report, and be sure to look out for it at your local Chipotle soon. Let us know what you think in the comment section!
