Chipotle launched a "disposable literature" campaign called Cultivating Thought. They will be including 2-minute-to-read articles on their cups for customers to peruse while they wait for their food. These articles were written by esteemed authors such as Toni Morrison ("The Bluest Eye") and Jonathan Safran Foer ("Everything is Illuminated"). According to the New York Times, Foer was actually the brain behind the whole idea and contacted Chipotle directly.
A big talking point here is that Chipotle is notorious for selling food with little nutritional value. However, offering these articles gives customers a chance to grow intellectually. It is an added benefit that detracts from one of the company's biggest criticisms. Web marketers are already looking for ways to adapt this concept to their websites.