WIG: Chipotle Napkins

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Chipotle at one point stood as the nation’s leading chain taqueria by innovating fast casual restaurant experiences and helping shift the narrative from burgers to burritos. However, many people who ate their burritos struggled to do so without either making a mess or having the burrito fall apart in its hands. In response,Chipotle began to have the napkins detailed above as an instruction manual for their customers. The napkins show that the burritos can be eaten cleanly by tearing off sections of the foil at a time as opposed to completely unwrapping the burrito. The delivery system of the instructions ensured every user would likely see the instructions during their visit. Moreover, the napkins would typically be used to clean up any mess and can act as a disruption from the customer’s norm to recognize how to fix the issue ahead. I think the delivery system was extremely clever for error prevention.

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