He’s baaaaaaaaaack…

21 Oct

The Mexican food chain, Chipotle, is trying to set itself apart – and contribute to awareness of an important issue – by offering one of their most popular options, the burrito, at a significantly reduced price. The catch? You’ve got to come in on Hallowe’en dressed as, “a horrifying processed food product.” Check out their site: http://www.chipotle.com/en-US/fan-antics/boorito/boorito.aspx

Apparently they do this sort of promotion every year, but in the past they’ve asked people to come dressed as their *favourite* item on the menu. What brought this change about? This year they are working with Jamie Oliver and his “Food Revolution” program to promote healthier eating in North America. I have heard good things about the Chipotle franchise though I’ve never actually tried it. I’ve surfed through their website and it certainly appears that they are committed to providing food – not food-like products that only bear a passing resemblance to the animal from which it came.

It seems as though Oliver has found a way around looking sanctimonious in the eyes of Americans: all it took was a funny costume! If only he’d thought of that on his last adventure through the States which rattled a LOT of cages, especially in the blogosphere.  Teaming up with a popular fast food place that uses…y’know…actual food? Good plan. Exposing people’s food ignorance on national television? Not so much. I still stand by my belief that Oliver has excellent intentions, fame-whoring aside. He is using his celebrity to bring attention to the fact that the generation behind us is maddeningly – and frighteningly – unhealthy. He’s trying to help solve this problem and, evidently, has no qualms about looking like a doofus in the process. I like the “whatever works” attitude he’s adopted and this costume plan is similar to his demonstration for children in England, where he presented and blended up the ingredients of a chicken nugget. It was re-volt-ing. Nothing like a little dose of reality that even children can understand.

What do you think, readers? Do you think Oliver should hop back across the pond and keep to himself? Does teaming up with a fast food franchise decrease his credibility or is it a good idea to get the public’s attention?

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