Industry News | September 18, 2015

Chipotle Continues 'Cultivating Thought,' Adds Contest

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Chipotle Mexican Grill announced the latest installment of its popular “Cultivating Thought” author series, and with it a new online sweepstakes called the Super Short Book Report. The sweepstakes, presented with Amazon Kindle, invites participants to submit a 103-character book report, based on one of the new “Cultivating Thought” stories, for the chance to win prizes including one of 500 Amazon Kindle Paperwhite e-readers.

The Super Short Book Report challenges customers to not only read the newly published short stories on Chipotle’s cups and bags, but to summarize one story of their choosing. Starting today, participants can submit their “book report” for a chance to be one of 50 daily winners, randomly selected to receive an Amazon Kindle Paperwhite. The winners will be contacted on the day immediately following their date of entry. The sweepstakes will run until September 23, and participants will be limited to one entry per day.

“Our mission has always been to change how people think about and eat fast food, and in addition to highlighting our fresh ingredients, we seek to encourage curiosity in our customers about the world around them,” says Mark Crumpacker, chief creative and development officer. “Cultivating Thought has succeeded as an extension of that idea, by not only inspiring new ways of thinking, but by also extending the customer experience in our restaurants.”

Now in its third installment, “Cultivating Thought” was first launched in May 2014 in partnership with New York Times best-selling author and series curator Jonathan Safran Foer. The series offers Chipotle’s nearly one million daily customers an unexpected source of entertainment while exposing them to the thought provoking writing of world-renowned, bestselling authors. The Super Short Book Report is Amazon Kindle’s first-ever partnership of its kind with a national restaurant company.

“Our mission at Amazon is to make reading more accessible to consumers, whether that means reading a few pages on your Kindle during your evening commute or taking a quick break to read during your lunch hour,” says Neil Lindsay, vice president Kindle marketing. “We love finding new ways for readers to lose themselves in a story, which is why we’re excited to partner with Chipotle on this innovative campaign, designed to help encourage reading.”

The newest slate of contributors includes 11 notable authors who have been widely recognized in popular culture not only for their bestselling novels, but also for how their works have transcended the page into screenplays for film and/or television. Among the new list of authors are a Pulitzer Prize winner, a Newbery Medal winner, two National Book Award winners, and five authors who have had their writing adapted into widely recognized and award-nominated films and television shows. In addition to the sweepstakes offering, the full list of “Cultivating Thought” authors, and their written works, will be available on the Amazon Kindle.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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