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Chipotle continues to set the bar for cool, forward-thinking fast food places, in terms of their business ethics, ad campaigns and now, cupware. Their new paper cups are going to do a lot more than just feature the usual branding blasts on them—they’re going to feature original pieces from authors like Jonathan Safran-Foer (Extremely Loud and Incredibly Close), Toni Morrison (Beloved), Malcolm Gladwell (this article) and more.

The idea was actually Foer’s, who came up with it while dying of boredom while eating a burrito. As he told Vanity Fair, he wrote an email to Chipotle’s CEO, saying “‘Wouldn’t it be cool to just put some interesting stuff on it? Get really high-quality writers of different kinds, creating texts of different kinds that you just give to your customers as a service’ …what interested me is 800,000 Americans of extremely diverse backgrounds having access to good writing. A lot of those people don’t have access to libraries, or bookstores. Something felt very democratic and good about this.”

Chipotle liked the idea, so there you have it. Now, when you go to Chipotle, you have three guarantees: food for the body, food for the mind and guacamole costs extra …