DENVER – Fast-casual chain Chipotle introduced new restaurant packaging as part of a new program that features original essays written by influential thought-leaders, authors, actors and comedians on its restaurant packaging.

“Must a cup, or bag, suffer an existence that is limited to just one humble purpose, defined merely by its simple function?” the company asks on its “Cultivating Thought” website.

Chipotle says in a press release that this program serves as an extension of the company’s mission to tell its unique story by engaging customers with thought-provoking ideas and cultural issues. The essays are accompanied by unique illustrations commissioned from artists.

“Packaging in fast-food restaurants is typically sold to advertisers, or used to promote new limited-time menu items, but we have never used our packaging that way,” said Mark Crumpacker, chief marketing and development officer at Chipotle. “Instead, we have used it to entertain our customers using wit, humor and design. Following in that tradition, our new packaging allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered.”

Chipotle created the program in partnership with author Jonathan Safran Foer (Extremely Loud and Incredibly Close, Eating Animals, Everything is Illuminated). “We live in a world in which there is shrinking space for literature and writing, and less time than ever for quiet reflection,” said Foer. “The idea of expanding the space and time, of creating a small pocket of thoughtfulness right in the middle of the busy day, was inspiring to me – particularly given the size and diversity of the audience, which is America itself.”