Thursday, October 29, 2015
Get Your "Boorito" At Chipotle Mexican Grill & Help Farmers
Boorito has become one of the company’s most iconic promotions and this year, to showcase the simplicity of their ingredients, Chipotle is asking Boorito participants to add an unnecessary addition to their costumes in order to redeem the $3 Boorito offer. This twist on the costume guidelines supports the company’s larger vision of serving only the highest quality ingredients versus the complex array of unnecessary additives and preservatives that are typically found in fast food.
Unlike a typical fast food restaurant menu that includes hundreds, if not thousands of additives, including chemicals, processing aids, artificial colors and artificial flavors, Chipotle serves a simple menu of food made with only 68 ingredients that are raised or grown with respect for farmers, the environment, animals and consumers. These high quality ingredients are then prepared using classic cooking techniques.
“We’ve always focused on sourcing the highest quality ingredients, and we are challenging our customers to learn about the unnecessary ingredients used in typical fast food by adding something
‘unnecessary’ to their costume,” said Mark Crumpacker, chief creative and development officer. “In
exchange for adding an unnecessary item to their costume, we’ll donate $1 from their purchase to the
Chipotle Cultivate Foundation to help in its efforts to create a better food future."
In support of this year’s Boorito fundraiser, Chipotle has produced a companion short film in conjunction with New York-based studio, Piro, entitled “Endless Line.” The humorous film features a customer entering a fictitious fast food restaurant where she discovers what Chipotle would be like if it served traditional fast food rather than cooking by hand. It follows her as she orders from an endless line of workers, each adding a different artificial additive to her meal. Rather than accept her artificially flavored, colored, and processed meal, she questions where the “real” ingredient are. The short video concludes with the line: “Unnecessary additives are creepy.”
Proceeds from Boorito up to $1 million will benefit the Chipotle Cultivate Foundation. To date, Chipotle customers have raised more than $4 million through the Boorito fundraising program to support the foundation’s work. The Chipotle Cultivate Foundation provides resources and promotes good stewardship for farmers; promotes better livestock husbandry; encourages regenerative agriculture practices; and fosters food literacy, cooking education, and nutritious eating.
For more information about this year’s Boorito fundraiser, please visit www.chipotle.com/boorito.
Posted by Carole9073