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.

You May Also Like

The Case for Digital Reciprocity

The Case for Digital Reciprocity

There’s a case for digital reciprocity, but don’t get so wrapped up in who’s sharing what to forget why you’re creating and curating content in the first place.

read more