They say reading is food for the soul, but Chipotle is hoping to make it beneficial for the belly, too.
The Denver-based fast-casual chain is expanding its program beyond the traditional summer months to schools and libraries year-round, the company announced last week.
Interested schools and library systems can also now apply online to participate in the rewards program, which offers vouchers for to reward young readers who meet their reading goals.
Educators can provide the rewards as part of their existing reading programs or use a , which encourages 10-20 minutes of reading a day. Schools and libraries can apply once a year for the rewards, which are targeted toward grades K-5.
“We understand the importance of early literacy, and want to encourage kids of all ages to read,” Chipotle’s chief marketing and development officer Mark Crumpacker said in a statement. “Giving back is always a priority for us, and we are pleased to supply teachers and librarians with the motivational resources they need for successful reading programs.”
Laying the groundwork for a new generation of loyal Chipotle customers probably can’t hurt, either, at a time when the to put a behind it.
Last year, to $3.9 billion and a decline in net income from $475.6 million in 2015 to $22.9 million amid .
