You might think that eating at Chipotle Mexican Grill is a little bit low brow. But they want to change that. The fast food chain is now featuring original essays written by influential writers on its restaurant packaging.
The author series is called “Cultivating Thought.” Jonathan Safran Foer curated the list of contributors. Participating writers will include: Judd Apatow, Sheri Fink, Malcolm Gladwell, Bill Hader, Michael Lewis, Toni Morrison, Steve Pinker, George Saunders and Sarah Silverman. The pieces are all meant to be read in two minutes. The idea is to entertain people while they are scarfing down a burrito.
Here is an excerpt from Malcolm Gladwell’s Two-Minute Barn-Raising:
I grew up in Canada, in an area of Ontario where there is a large community of Old-Order Mennonites. “Old Orders,” as they are known, are a religious group who live as if the 20th century never happened. They avoid electricity, drive horses and buggies, leave school at 16, and bail hay by hand. They dress in plain black and white, with straw hats over clean-shaven faces, and when a neighbor’s barn burns down, they gather as a community to put it back up. When I was little, not long after we moved to Ontario, my father heard about a barn-raising down the road. He decided to join in.