Chipotle is hoping you might learn something while you’re cramming one of its scrumptious burritos in your face.
The fast-casual chain is launching its “Cultivating Thought” campaign, which will feature stories by noted authors on its soft drink cups. The initiative was spearheaded by noted vegetarian and author Jonathan Safran Foer, who found himself in a Chipotle sans book or phone to keep him distracted.
He reached out to Chipotle co-CEO Steve Ells with the idea of printing stories on the cups.
Foer had to reconcile his fervent vegetarianism and anti-consumerist leanings, according to Vanity Fair
There were things that I had to at least think about, like the fact that they serve meat, and I don’t eat meat,” Foer said. “And the fact that they’re a sizable corporation, and that I don’t tend to get involved with sizable corporations any more than I have to, and the fact that I have no interest in marketing for anyone or endorsing anything.
That having been said, I got to know quite a bit about the company, not in the process of doing this, but in the process of Eating Animals,” he continued. “Chipotle was pointed to quite often, as a model of what scaling good practices might look like. The truth is, that’s not really why I did this. I mean, I wouldn’t have done it if it was for another company like a McDonald’s, but 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.
The cups will also feature text by Malcolm Gladwell, Toni Morrison, George Saunders and Michael Lewis.
Chipotle’s executives must have been very pleased with their implementation of the literary cup idea. During a Thursday shareholders’ meeting, the co-CEOs attempted to give themselves a massive pay raise
. Shareholders voted the proposal down.