Chipotle confirmed this afternoon that the next addition to its fast-casual fold could be a better burger concept—and may even riff on that name.
The possibility came to light after reporters noticed that the burrito powerhouse has filed a trademark registration request for the name Better Burger. Bloomberg quoted a Chipotle spokesman as saying in an email that a burger chain is “a growth seed idea we’re exploring.”
Chipotle co-founder Steve Ells has long expressed interest in the burger market. The company is already developing two fast-casual spinoffs, ShopHouse Southeast Asian Kitchen and Pizzeria Locale. Both feature Chipotle’s signature production system, where customers move down the kitchen assembly line to specify exactly how his or her meal should be built.