When a customer orders a burrito bowl to go, Chipotle restaurants are now throwing in an unusual side: literature.
The Mexican food chain now features writings by 10 prominent writers, thinkers and comedians on its bags and cups. Authors Toni Morrison, George Saunders, Malcolm Gladwell, Michael Lewis and Sheri Fink, along with comedians Sarah Silverman and Bill Hader, philosopher Steven Pinker and filmmaker Jud Apatow provide customers with a little food for thought with their food. (What, no Oprah?)
Interestingly, it was Jonathan Safran Foer, who wrote "Eating Animals," a critique of farming practices, who came up with the idea and is also a contributor. And, it seems, a customer.
Reaction has been mixed, according to The New York Times. It has been criticized as patrician in attitude and remote to Chipotle's products.
But customers can digest the writings in two minutes, and might find themselves inspired, amused or challenged.
For example, Mr. Foer wrote a two-minute personality test and asked, "Is there anything you would die for if no one would ever know you died for it?"
The campaign, called Cultivating Thought, plans to add new contributors every few months.
Next? Maybe the soft tacos themselves will get a little meatier.