Could it be as an add-on to higher-margin, branded carry-away commercial products? Here is one new development:
Starting Thursday…bags and cups in Chipotle’s stores will be adorned with original text by Foer, Malcolm Gladwell, Toni Morrison, George Saunders, and Vanity Fair contributing editor Michael Lewis. Foer says, ”Chipotle refrained from meddling in the editorial process for the duration of the initiative, which the burrito chain has branded Cultivating Thought. “I selected the writers, and insofar as there was any editing, I did it,” Foer said. “I tried to put together a somewhat eclectic group, in terms of styles. I wanted some that were essayistic, some fiction, some things that were funny, and somewhat thought provoking.”
You can read more here, via @ArikSharon.