CHIPOTLE TURNS MENU INTO MUSIC
Chipotle Mexican Grill Inc., under fresh scrutiny this week after customers got sick at one of its restaurants in Virginia, is turning to an iconic New York hip-hop act to generate some buzz for its food.
The Denver-based chain enlisted rapper RZA from the Wu-Tang Clan to unveil a new website that spotlights Chipotle’s ingredients. The company’s so-called clean menu — free of artificial preservatives and other additives — was a major selling point before a 2015 food-safety crisis sickened hundreds of customers and sent its shares plummeting.
RZA, whose real name is Robert Diggs, helped design Chipotle’s new Savor.Wavs site. The rapper created 51 snippets of music, one for each ingredient on the menu. The new site doesn’t let customers order food, but it’s meant to drive home the simplicity of the chain’s menu.
Chipotle said the restaurant in Sterling, Va., would reopen Wednesday.