What Starbucks Can Learn About Race From Chipotle

TIME

“Must a cup, or bag, suffer an existence that is limited to just one humble purpose, defined merely by its simple function?” an obscure philosopher by the name of Chipotle Mexican Grill posted online last May.

The answer to that question, according to the burrito chain, is no. And to prove it, Chipotle decided to bestow its cups and bags with original literary nuggets penned by some of the nation’s most venerated and popular writers. A blockbuster screenwriter, a Nobel laureate, a revered M.D.-Ph.D. journalist, among others, were offered the rare chance to publish on Chipotle’s wrinkly, recycled papers, destined for garbage cans nationwide, but not before passing through millions of hands. This way, the company’s food and drink holders could manage, if only for a moment, to hold the elusive attention of its customers. And apparently, the project is a hit: the project, called the ‘Cultivating…

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Author: rjbailey

"I have no idea what I'm doing, but I know I'm doing it really, really well." - Andy Dwyer

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