Industry News | October 6, 2010

Chipotle Wants to Be Scared—by Processed Foods

Chipotle Mexican Grill partnered with Jamie Oliver’s Food Revolution for a $1 million fundraiser designed to highlight the horrors of eating processed food. This Halloween, visit any Chipotle restaurant between 6 p.m. and closing time dressed as a horrifying processed food product and Chipotle will treat costumed customers to a burrito made with wholesome, naturally raised ingredients for only $2. Proceeds from the “Boorito 2010: The Horrors of Processed Food” program, up to $1 million, will benefit Jamie Oliver’s Food Revolution.

“We have a long-standing tradition of rewarding our customers who dress up as their favorite Chipotle menu item with a free burrito on Halloween,” says Steve Ells, founder, chairman, and co-CEO of Chipotle. “It’s always been a fun promotion, but we wanted to do more with it this year and use the opportunity to reinforce with our customers our belief in the importance of eating wholesome, unprocessed foods.”

Ells and Oliver are both committed to changing the nation’s food system for the better and improving the way Americans eat by making better food accessible to everyone. Ells’s efforts are focused on Chipotle’s ongoing quest to serve what he calls “Food with Integrity,” and Oliver’s on his highly visible Food Revolution campaign designed to get people cooking and eating fresh food.

”We have begun a national movement to change the way America eats,” says Oliver, a celebrity chef and creator of the Emmy award-winning program, Jamie Oliver’s Food Revolution. “The campaign is all about making fresh food accessible to everyone in their schools, communities and homes. With help from Chipotle, we can help people make better food choices when they eat out.”

As part of its “Boorito 2010: The Horrors of Processed Food” program, Chipotle will also host an online costume contest, with a prize for the most horrifying processed food costume. To enter, customers can take a photo in their costumes at a Chipotle restaurant on Halloween and post it online at chipotle.com/boorito. One grand-prize winner will receive $2,500, with five runners up getting $1,000 each. Twenty honorable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice.
News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.