CHIPO­TLE TURNS MENU INTO MU­SIC

The Denver Post - - BUSINESS -

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.

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