Burrito seller Chipotle doesn’t only tout fresh ingredients, it also prefers fresh contest winners.
The Denver-based quick-serve restaurant chain celebrated its 18th year on June 30 with a nod to a baby. Specifically, a baby wrapped in gold.
It helps to explain. Chipotle, a company with sales of $2 billion and a market cap of almost $10 billion, chose to commemorate its anniversary with a contest called “Wrap What You Love.” In it, customers were asked to submit photos of their favorite things wrapped in gold. This aligns with Chipotle’s own choice of celebrating its 18th by bundling its burritos in gold foil instead of aluminum foil, to emphasize ingredients that it declares are “good as gold.”
So more than 1,300 entrees were submitted, from a piano to a dinosaur. But the winner was a baby, an actual baby, swaddled in gold and submitted by Eric Timperley from Lincoln, Neb. He called his submission “Our Four Day Old Burrito.”
Timperley’s creativity, and the baby, paid off. The first prize is $10,000. That’s a lot of burritos. But in this case, it might be used for a lot of diapers.
