Chipotle Makes Pretty Paper Cups to Read While Eating Your Burrito Bowl
I’d like a side of guac and Toni Morrison, please.
Chipotle has made a few solid contributions to the creative space in the past, but this one is legit. The fast food chain introduced a new collection of paper cups and bags that feature brief essays by noteworthy authors, journalists, and comedians.
[fragment number=0]
The “Cultivating Thought’’ concept was curated by “Extremely Loud and Incredibly Close’’ author Jonathan Safran Foer and features works by 10 noteworthy writers, including Nobel Prize winner Toni Morrison, film producer Judd Apatow, and The New Yorker’s Malcolm Gladwell. Each piece is uniquely adorned by illustrations from artists like Barcelona’s Brosmind Studio and St. Louis-based Noah MacMillan, created exclusively for the project.
Foer told Vanity Fair, who (full disclosure) have contributing editor Michael Lewis participating in the project, that Chipotle kept their distance from the editorial aspect, stating, “I selected the writers, and insofar as there was any editing, I did it.’’
(Side note, he also added this little (Mc)nugget: “And unlike McDonald’s, it’s not like they’re selling their surfaces to the highest bidder.’’ ZING!)
“It’s better to have your mind provoked, than not to. I think it’s a kind of fundamental human value,’’ explained Foer in a promotional video for the project. “The goal was to offer — little almost gifts for people to feel engaged.’’
Of course, there’s always the skeptics that see this as some already famous authors stroking their queso-soaked egos while another giant fast food corporation reaps the seemingly humble benefits, but I think it’s still a lovely gesture. Especially for younger generations, since less than half of the kids in America are reading, but approximately 100 percent of them are stuffing their faces with fast food on a regular basis.
Plus, there’s always the obvious: Why not? As Foer put it: “The question isn’t really, ‘Is this going to change the world?’ — the question is, ‘Is this better than having a blank bag?’’’
Touché.
h/t @Grubstreet
To comment, please create a screen name in your profile
To comment, please verify your email address
Conversation
This discussion has ended. Please join elsewhere on Boston.com