Chipotle made a play for lit nerds' hearts last May by debuting their "Cultivating Thought" series, which tasked 10 notable writers with penning words for the chain's cups and bags. But now that everyone's read Malcolm Gladwell's guac screed seven times, Chipotle is bringing in fresh blood.
The second installment of Cultivating Thought features ramblings by Neil Gaiman, Augusten Burroughs, Jeffrey Eugenides, Paulo Coelho, Amy Tan, Walter Issacson, Barbara Kingsolver, Carlos Ruiz Zafron, Julia Alvarez, and Parks and Rec poet Aziz Ansari. Each essay is billed as a "two-minute" read, and comes with an original illustration from a stable of artists.
The whole thing is being curated yet again by one of the OG Cultivating Thought authors, Jonathan Safran Foer. Though it was just announced this week, the new line has already hit restaurants nationwide. So while Chipotle may not be the best-rated Mexican place in America, it's well on its way towards becoming the best-smelling library in our fair nation.
Kristin Hunt is a Food/Drink staff writer for Thrillist, and wonders if it would be weird to put Neil Gaiman's Chipotle cup next to her copies of American Gods and The Ocean at the End of the Lane on her bookshelf. Follow her at @kristin_hunt.