When it comes to branding, Chipotle has officially jumped the shark.
The restaurant chain, which focuses on a fancier way of presenting fast food, launched bags and cups this week adorned with original text by famous authors such as Jonathan Safran Foer, Malcolm Gladwell, Toni Morrison, George Saunders, and Michael Lewis, a contributing editor at Vanity Fair. You can visit VF's website to read each text in its entirety, although that might ruin your fun if you're planning to eat a burrito bowl later this week.
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