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WAGE WAR Guitarist Becomes Internet-Famous When "Why Is Guac Extra?" Photo Goes Viral

Seriously, Chipotle, why?

Robert Pasbani

Published

January 25, 2017

Seriously, Chipotle, why?

Anybody who's ever eaten at a Chipotle knows that adding guacamole to a burrito is an extra $2.00 or so. That's because "guac" is treated as a protein, like steak or chicken, so in Chipotle's eyes, you're adding another meat when asking for it. At least that's what I always assumed.

But this assumption wasn't enough for Wage War guitarist Seth Blake. While in New York City last Saturday, at the same time as the Women's March, Blake wanted to get himself a burrito and was informed of the extra charge. Perhaps inspired by the protests that brought millions of people out, Blake decided to wage his own crusade, against Chipotle for what he believes is a grave injustice.

Blake spoke to Rock Feed and admitted that while it was a joke at first, he was surprised at the reaction.

“To be honest, it all started as a joke. I was in NYC for the first time this past weekend, and there were obviously all kinds of protests and the women’s march that took place. I actually picked up a sign from the women’s march off the ground that had a blank side. I was eating at Chipotle in midtown Manhattan where the guac was $2.30 extra. Quite a bit more than it typically is in Florida."
“So I went to the cashier to ask if I could borrow one of her markers. She let me (having no clue what I was going to write). I proceeded to write, “WHY IS GUAC EXTRA?” on the sign and stood in front of that Chipotle for about 2 or 3 minutes while my girlfriend and her brother took a couple pictures. After seeing how the picture turned out, I thought it would be pretty funny to provide some comic relief for family and friends on social media during a very divided day for our country. Over the course of the next 24 hours, the picture completely exploded beyond any expectations I had and was viral in a flash. Definitely something I’ll always remember. I guess I’ll have to frame the picture to hang up in my house now.”

A rep for Chipotle saw the viral campaign and was amused enough to send Seth five cards for free burritos. No word on if they answered his question though.