Chipotle’s New Packaging Initiative Covers Cups, Bags with Creative Content

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Michael Lewis’s thoughts on managing time. A George Saunders note to the future. Barn raising with Malcolm Gladwell. These aren’t part of a short story anthology or panels at a literary conference; they’re what is now plastered on the side of a Chipotle cup.

What started as an idea from writer Jonathan Safran Foer has turned into Chipotle’s newest food packaging initiative, “Cultivating Thought,” which is leveraging creative content to catch customers’ attention.

“As part of our effort to change the way people think about and eat fast food, we often produce programs that are designed to make people more curious about their food and where it comes from. Here, we’ve simply extended that beyond food and wanted to produce content that would entertain and make people think about things that they might not have thought about before,” says Danielle Winslow, Chipotle spokeswoman, in an email to QSR. Read More

Posted on June 20, 2014 and filed under The Chipotle Effect.