Chipotle Cups to Feature Famous Literature

New packaging offers stories from Gladwell, Foer, and Morrison

    Photo: Chipotle

What do Sarah Silverman, Malcolm Gladwell, and Jonathan Safran Foer have in common? Their words all appear on Chipotle's new line of packaging, which, starting today, has taken a literary turn.

Foer, author of Eating Animals, a book about factory farming, told Vanity Fair he was eating a Chipotle lunch by himself in the not-too-distant past when an idea came to him. Perhaps his time would be better spent reading something of import while he nommed his burrito. He wrote an email to Steve Ells, Chipotle's CEO:

"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.'"

The cups and bags your in which your meal is delivered offer thought-provoking sentiments from well-known authors and poets about everything from making the world a better place to opening your mind. Not your typical fast food message. 

"We've never used our packaging in the traditional sense that fast food uses them—to promote things like Coca-Cola," Chipotle's Mark Crumpacker told Fast Company. "This takes people out of their daily routine a little bit, maybe gets them to think about their world in a different way."

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