Chipotle considers a burger spinoff

hamburger sesame seed bun

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.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

Brands need to think creatively as the industry heads into a value war

The Bottom Line: Giving customers meal options they can afford will be key to generating traffic this year. But make sure those offers can generate a profit.

Financing

The Red Lobster bankruptcy is a seminal moment for the restaurant business

The Bottom Line: The seafood chain’s bankruptcy declaration was not surprising after months of closures and Endless Shrimp recriminations. But that doesn’t make it any less notable.

Workforce

The White House has ideas about how all that AI on the Show floor should be used

Reality Check: President Biden issued a set of guidelines Thursday for protecting workers from the digital onslaught.

Trending

More from our partners