Chipotle Says “Unnecessary” Additives Are Creepy for This Year’s Boorito Fundraiser
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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
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,
In support of this year’s Boorito fundraiser, Chipotle has produced a
companion short film in conjunction with
Proceeds from Boorito, up to
For more information about this year’s Boorito fundraiser, please visit www.chipotle.com/boorito.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast-food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that — where possible — are
sustainably grown and raised responsibly with respect for the animals,
the land and the farmers who produce the food. In order to achieve this
vision, we focus on building a special people culture that is centered
on creating teams of top performers empowered to achieve high standards.
This people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more than
1,850 restaurants, including 17 Chipotle restaurants outside the U.S.
ABOUT THE CHIPOTLE CULTIVATE FOUNDATION