You would think after all Chipotle has been through this year, the chain would try to lay low and stick to handing out free burritos for a while. Instead, the brand appears to be in expansion mode, and it’s going after one the most competitive sectors in the fast-food business: burgers.
The Wall Street Journal reports that Chipotle is in the process of trademarking a new burger joint—called Better Burger—in an attempt to diversify its offerings. Chipotle spokesperson Chris Arnold tells Bloomberg, “We have noted before that the Chipotle model could be applied to a wide variety of foods.” It already has two burgeoning chains that go beyond burritos: ShopHouse Southeast Asian Kitchen and Pizzeria Locale.
As USA Today points out, the burger market is already quite saturated, and many have followed Chipotle’s lead in offering organic and sustainable options. The Counter is just one burger restaurant that has adopted a Chipotle-style ordering process that allows customers to customize every element of their burger.
Public-health fails aside, Chipotle has a pretty strong track record for setting trends in the fast-food space, so we’ll be watching closely to see what the brand has got in store for the burger game.
[via The Wall Street Journal]