How very high-low. Jonathan Safran Foer, author of Extremely Loud and Incredibly Close, was in Chipotle one day and he was quite miffed that he had nothing to read while he munched on his burrito. “I really just wanted to die with frustration,” he told Vanity Fair.
The author was so riled that he emailed the Chipotle C.E.O. Steve Ells directly: “I bet a s—load 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…Wouldn’t it be cool to just put some interesting stuff on it? Get really high-quality writers of different kinds, creating texts of different kinds that you just give to your customers as a service.”
Ells knew a good thing when he saw it, so he gave Foer the green light to select writers and edit their stories for Chipotle’s cups. Foer composed a short called “Two Minute Personality Test” and then asked Malcolm Gladwell, Toni Morrison, George Saunders, Judd Apatow, Sarah Silverman, Bill Hader and others to contribute pieces. “I tried to put together a somewhat eclectic group, in terms of styles,” he said. “I wanted some that were essayistic, some fiction, some things that were funny, and somewhat thought provoking.” READ FULL STORY