Independent Thinking Blog

One Free Lunch


I have a recycling bin right next to my mailbox into which I drop almost all the catalogues, the direct mail pitches, and all the junk mail unopened. But once in a while something catches my eye.

Score one for Chipotle. The Hopper-esque cover image and the wraparound design piqued my interest. Inside, the “listen. look. taste.” photos of happy diners, inviting ripe avocados, and a fresh salad of chicken, beans, corn, and salsa actually made the restaurant appealing. Best of all: a card for a free burrito. Chipotle talks about “paying attention to the details,” and that’s how the food chain’s direct mail piece cut through my clutter.

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