Chipotle Developing Burger Chain
March 30 2016 - 6:40PM
Dow Jones News
Taco and burrito maker Chipotle Mexican Grill Inc. is developing
a new burger chain called Better Burger.
The move comes as the company struggles to recover from a
food-safety crisis that has severely dented sales.
Chipotle filed a trademark application for the term "Better
Burger," earlier this month, according to U.S. Patent and Trademark
Office records.
A Chipotle spokesman said on Wednesday that the burger effort
was in the works prior to last July, when a wave of disease
outbreaks hit the restaurant chain.
"We have noted before that the Chipotle model could be applied
to a wide variety of foods," the spokesman said.
A new restaurant concept around burgers would add to Chipotle's
group of small chains, including ShopHouse Southeast Asian Kitchen
and Pizzeria Locale. Each only has a few locations so far, but they
are expanding.
News of the trademark application was reported earlier by
Bloomberg.
(END) Dow Jones Newswires
March 30, 2016 18:25 ET (22:25 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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