Chipotle Makes its Series Debut
Is there anything Chipotle Mexican Grill can't do? I mean really. It's not every quick service Mexican eatery that can change the landscape of fast-food, shift the paradigm of local sourcing, and create its own television series. Chipotle is like the Ryan Seacrest of restaurants, and I partly expect the eatery to start hosting its own musical talent show. Wouldn't be surprised. Like a regular Tina Fey, Chipotle is launching its very own television series, adorably titled Farmed and Dangerous. Verklempt yet? Here's what you need to know:
Chipotle is Headed to HULU
Farmed and Dangerous is an original comedy series headed to HULU and HULU Plus on February 17, satirizing the world of industrial agriculture in America. The condensed season features four half-hour episodes, each one delving into Chipotle's values and commitments to high-quality ingredients. Although the mini-season has four episodes to start, it's designed to be extended to additional seasons, so stay tuned. And in case you're wary of being beaten over the head with Chipotle branding, there will be none of that.
This Isn't the First Time Chipotle Has Graced the Screen
Like any good Martin Scorcese-esque quick service eatery, Chipotle has produced short films as well, paving the way for its television premiere. With similar themes to Farmed and Dangerous, Chipotle released Back to the Start in 2011 and Scarecrow in 2013, each offering insight into the state of American agriculture in a digestible format.
Let's Talk About PetroPellet
The inaugural season hones in on PetroPellet, a petroleum-based animal feed contrived by fictional conglomerate Animoil. The faux feed is said to reduce dependence on oil by eliminating the need to grow and maneuver the tons of feed required to raise livestock on factory farms. Oof. But like any good show, there's a wrench thrown into the scheme. Animoil's plans hit the fan when a sordid security video reveals some not-so-lovely secrets. Buck Marshall, played by Ray Wise, of the Industrial Food Image Bureau goes into damage control.
Chipotle is on a Mission
The thesis of the series is to appeal to consumers and make them more curious and invested in where their food comes from. By infusing some entertainment into the educational formula, Farmed and Dangerous is a way to entice a broader audience. Much more than your typical fast casual eatery, Chipotle's grand mission is to change the world of fast-food one tortilla at a time. The series is a direct, albeit satirical and amusing, reflection of that.
Check out a trailer for the film here.
- Matt Kirouac