When Chipotle Mexican Grill aired its YouTube video "The Scarecrow" two years ago, Forbes magazine summarized the company's strategy in a headline: "Chipotle Scarecrow Makes Enemies to Win Customers."
The burrito chain markets itself as holier-than-other-restaurants, but with a twist. It doesn't stop at promising "Food With Integrity." It also bashes the conventional agriculture on which most of its competitors rely. "The Scarecrow" was just the most powerful in a continuing series of Chipotle attack videos.
Conventional farmers and restaurants quite naturally take umbrage, but they aren't the only ones. Chipotle has made enemies across the food-debate spectrum.
At one ...