Jonathan Safran Foer, the author of Extremely Loud and Incredibly Close, was sitting at a Chipotle when he realized he didn't bring any reading material or a smartphone, he told Vanity Fair. This inspired him to put his own writings on the tableware and he brought up the idea to Chipotle CEO Steve Ells seven years ago.
"We live in a world in which there is shrinking space for literature and writing, and less time than ever for quiet reflection," said Foer. "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 Thursday launched the 'Cultivating Thoughts' series that will feature short essays written by influential thought leaders, authors, actors and comedians. The lineup includes writer-director-producer Judd Apatow, experimental psychologist Steve Pinker and comedians Bill Hader and Sarah Silverman among others.
Chipotle chief marketing and development officer Mark Crumpacker said the "new packaging allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered."
Each writer's work will vary in topic, but all are themed as "two-minute" readings representing the range of talent as well as the range of perspectives of the 10 writers.
The readings are available online but many customers may want to wait and read them while eating their next burrito bowl.