Chipotle just took its high-class fast-food ethos too far

Chipotle just took its high-class fast-food ethos too far

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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Sarah Eberspacher

Sarah Eberspacher is an associate editor at TheWeek.com. She has previously worked as a sports reporter at The Livingston County Daily Press & Argus and The Arizona Republic. She graduated from Northwestern University's Medill School of Journalism.