CHIPOTLE sold lemonade-scented candles to start a conversation about beverage thievery

Many fast-food restaurants let customers fill their own soft drinks from a dispenser after purchasing a cup at the counter, but a trick used by some patrons to get theirs free is to ask instead for a water cup (the eateries usually don’t charge for these) then walk over to the soft-drink machine and fill the cup with a soda rather than water. In August, Chipotle began selling a $28 lemonade-scented candle to subtly call attention to the fact that pouring soft drinks into a water cup is uncool (it’s theft by fraud, to be specific). Purchasers also received a unique promo code good for one free actual lemonade.