Restaurants have done movie tie-ins for decades, typically involving fast food giveaways and special kids’ meals—Shrek/Burger King and McDonald’s/Pirates of the Caribbean being two prominent examples. But fast casual burrito king Chipotle is taking this strategy in an unexpected new direction with its promotion of the documentary film Food, Inc., which blasts large-scale agribusiness and factory farming. And Chipotle isn’t the only chain thinking it can boost sales by linking up with food ...
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