Chipotle has been under siege after issues with its food supply — and resultant E.coli and norovirus in a few stores — gave the high-flying, much-loved Chipotle brand a bellyache. Chipotle, which appeals to health conscious eaters, has battled back effectively against the perception that its food might not be safe, and the brand retains a very loyal customer base. But those are just the burrito lovers. Chipotle knows they aren’t the only health-conscious hungry people in a hurry. Once owned by McDonald’s, Chipotle knows there is fast food gold in burgers, too. So it’s exploring an extension.
According to the U.S. Patent and Trademark Office, in March Chipotle filed a trademark application for “Better Burger”. Chipotle’s core competency is as much about its method — sourcing, preparation, environmental consciousness — as its actual food, and the company could replicate its method for various food types. It already owns a number of ShopHouse Southeast Asian Kitchen stores that take advantage of the Chipotle methodology. ‘Better Burger’ fits the Chipotle brand perfectly.