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Have some philosophy with your burrito.
Photo courtesy Chipotle.
Chipotle is a popular Tex-Mex restaurant chain that stands for quality, value and sustainability.
The company uses organic and local produce when practical, and supports family farmers who care for their land and animals, the latter raised without the use of antibiotics or added hormones.
The company uses the phrase, “food with integrity.” So we were curious, then charmed, by its new in-store program, “Cultivating Thought.”
We might have expected it at Starbucks instead; but author Jonathan Safran Foer (“Extremely Loud and Incredibly Close”) is more of a Chipotle fan. He conceived and brought the idea to Chipotle.
A group of award-winning writers, comedians and thought-leaders selected by Foer have each composed [very] short stories that are featured directly on the restaurant’s cups and bags. They serve up philosophy to go with the burritos and sodas.
According to the restaurant, the idea behind this initiative is to pique consumers’ curiosity about their world and to connect with the musings of the selected writers:
Judd Apatow, Golden Globe nominated writer/director/producer, Bridesmaids, “Girls”
Sheri Fink, Pulitzer-prize winning reporter/author, “Five Days at Memorial: Life and Death in a Storm-Ravaged Hospital”
Jonathan Safran Foer, New York Times bestselling author, “Extremely Loud and Incredibly Close,” “Eating Animals”
Malcolm Gladwell, New York Times bestselling author, “The Tipping Point”
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”
Save your empty soda cups for further contemplation. Photo courtesy Chipotle.
Toni Morrison, Pulitzer and Nobel Prize winning author, “Beloved”
Steve Pinker, award-winning experimental psychologist, renowned 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”
All of the stories are standalone, and will be randomly sorted to ensure even distribution. The program launched yesterday and will be eased as the conventional packaging supply is replaced.
Next year, how about extending the idea to customer entries?
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