Just when you think you didn’t need another reason to love Chipotle, the chain has added another endearing quality to their menu and, surprisingly, it isn’t food. According to this VanityFair article, Chipotle will now begin featuring stories from writers such as Jonathan Safran Foer, Malcolm Gladwell, and the legendary Toni Morrison (whose novel, Paradise, I am currently reading). The idea came to Jonathan Safran Foer, who was in Chipotle about to chow down when, to his dismay, he found that he had nothing to keep him occupied. So the author decided to write he an email to Chipotle’s CEO, Steve Ellis (whom he had met a few years prior):
“I said, ‘I bet a shitload of people go into your restaurants every day, and I bet some of them have very similar experiences, and even if they didn’t have that negative experience, they could have a positive experience if they had access to some kind of interesting text,’”
And the rest is history. Now when you walk into Chipotle you not only get to grub on a delicious burrito bowl, but you get to read new stories by the incomparable Toni Morrison! I’m not sure how the royalties are going to work out, but check out the rest of VanityFair’s article for more details and snippets of the stories.