A fantastic story of how cult US author Jonathan Safran Foer (of Extremely Loud & Incredibly Close fame) found himself at Chipotle with nothing to read. Since sharing his frustration with Chipotle’s CEO, the brand has launched an ‘Author Series’ of packaging adorned with texts written by authors like Malcolm Gladwell, Michael Lewis and Toni Morrisson.
“Packaging in fast food restaurants is typically sold to advertisers, or used to promote new limited-time menu items, but we have never used our packaging that way,” Mark Crumpacker, chief marketing and development officer at Chipotle, said in a statement. “Instead, we have used it to entertain our customers using wit, humor and design. Following in that tradition, our new packaging allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered.”
Great Vanity Fair piece on the initiative here.