Chipotle's new "Cultivating Thought" author series offers customers literature while they dine in or out of company restaurants.
According to a press release, nine authors' works will soon appear on Chipotle cups or bags in various locations of the eating establishment.
All of the fast food restaurant chain's packaging will bear excerpts from written pieces in the coming weeks.
Company cups and bags will feature two minute readings on many subjects, areas and perspectives that authors like Toni Morrison, Steve Pinker and George Saunders wrote about.
Chipotle's chief marketing and development officer said the initiative is a first for the fast food giant.
"Packaging in fast food restaurants is typically sold to advertisers, or used to promote new limited-time menu items, but we have never used our packaging that way," Mark Crumpacker said in a statement. "Instead, we have used it to entertain our customers using wit, humor and design. Following in that tradition, our new packaging allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered."
Writer Jonathan Safran Foer found his work's placement on the packaging meaningful.
"We live in a world in which there is shrinking space for literature and writing, and less time than ever for quiet reflection," the "Everything is Illuminated" author said in a statement. "The idea of expanding the space and time, of creating a small pocket of thoughtfulness right in the middle of the busy day, was inspiring to me - particularly given the size and diversity of the audience, which is America itself."
Chipotle will also feature the written work of Sheri Fink, Malcolm Gladwell, Bill Hader and Michael Lewis..
Sarah Silverman and Judd Apatow's pieces have also been picked for the "Cultivating Thought" series.
Apatow is a Golden Globe nominated writer, director and producer known for his films "This is 40," "Bridesmaids," and "Knocked Up."
Fink is a Pulitzer Prize-winning reporter and author of "Five Days at Memorial: Life and Death in a Storm-Ravaged Hospital."
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