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Thursday
May222014

Extremely Loud and Incredibly Douche

A brilliant and thoughtful response to the Chipotle debacle.Not to keep beating the diversity drum but a few of us wrung our hands in worry when we heard about this and thought, no, they can't possibly be so culturally illiterate (like BookCon). Well, guess what kids, we were wrong.

Johanthan Safran Foerwhatever had a really cool idea. He said, "Hey, let's put literary stuff on Chipotle cups and bags!" And it's a brilliant publicity/marketing concept. The problem is, JSF (abbreviating because I can never pronounce his last name) has blinders on and he doesn't...even...know it.

He helped create the Cultivating Thought campaign featuring ten writers, including Malcom Gladwell and Toni Morrison. But none of them are Latinos. Granted, this is Chipotle, which is to Mexican food what Panda Express is to haute Chinese cuisine. Still. Junot Diaz? Luis Alberto Urrea? Borges? I'd actually eat at Chipotle for a Jorge Luis Borges cup!

Okay. Gotta run. I'm working on my Literary Fortune Cookie campaign for P.F. Chang's and I promised my friend, Jeff Yang, that I'd include at least one token Asian.

Peace, y'all.

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Reader Comments (1)

We don't want people getting confused and thinking Chipotle is Mexican! I used to live next to this burrito joint and I was telling a friend about it and described it as a "Mexican Chipotle" and they just exclaimed "isn't Chipotle Mexican!?" Ah, my dear, you live in Southern California and really think that's Mexican? Time for another trip to a taqueria.
May 22, 2014 | Unregistered CommenterBecky

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