Chipotle just became a literary powerhouse. That or they have one hell of a creative agency. Starting today, you’ll find long-form (yes, think Medium) stories written all over Chipotle cups and bags. It’s being kicked off by author Jonathan Safran Foer, followed by scribes Judd Apatow, Sheri Fink, Malcolm Gladwell, Bill Hader, Michael Lewis, Toni Morrison, Steve Pinker, George Saunders and Sarah Silverman. They’re calling it “Cultivating Thought” and I for one can’t wait to order up some chips and guacamole.