Looks like Chipotle wants to focus on burgers now. According to Bloomberg, the company filed a trademark application for the slogan “Better burgers.” For a brand that solely focus on fast-casual Mexican food, that’s definitely something different.
Chipotle spokesman Chris Arnold told Bloomberg that the filing was a potential idea that the company is exploring.
While it probably won’t have anything to do with Chipotle’s current set of ingredients, imagine stacking a burger with some carnitas and carne asada drenched in hot sauce.
That’d probably sell.
We wonder, though, if putting energy into burgers is the best idea of Chipotle right now. The food safety situation has been kind of a mess these last few months.