A headline in the Wall Street Journal today reads: “Chipotle to Offer New Benefits to Draw Younger Workers for Burrito Season.”
What I found striking is that “Burrito Season” is a thing we’re supposed to know is a thing. In other words, while I didn’t know that burrito—or Chipotle burrito—sales spike in the spring, I’m not that surprised to learn it. But I do find it jarringly funny to throw around “burrito season” like “baseball season” or “Oscar season.” Do people ask, “Are you psyched for burrito season?” Do sewer workers say, “Next year, we’ve got to be better prepared for burrito season.”
Anyway, speaking of seasons and increases in gross crap tonnage, this is technically the heart of primary season. But it really doesn’t feel like it. Barring some events that we normally don’t consider part of normal primary seasons—unprecedentedly old candidates dying, breaking a hip, yelling at clouds, speaking in tongues, or being put in jail—it’s already pretty clear who the nominees will be. And both presumptive nominees and their parties are ready to start the presidential campaign season—which traditionally doesn’t start until after Labor Day—right now.