Chipotle restaurant has been in the news in recent months due to an E. coli outbreak that affected 53 people in nine different states. In fact, the company’s Boston location was forced to temporarily close down after customers became ill from norovirus. The outbreak hit the company hard financially. In fact, ABC reports that Chipotle anticipates a loss of $1 a share or more in the first quarter of 2016.
Chipotle is once again in the news for its recent trademark application for a new burger chain. The company filed a trademark application for “Better Burger” on March 11, 2016. The trademark is categorized under “restaurant services; take out restaurant services; catering services; bar services; providing of food and drink.” It has not yet been approved by the U.S. Patent and Trademark Office.
“They believe the ‘food with integrity’ mantra will work with other cuisines,” said RJ Hottovy, a senior restaurant analyst at Morningstar. “What they’re trying to do is diversify their brand portfolio more than anything else. What they’ve said with other concepts is the ‘Chipotle way’ of doing things translates beyond Mexican cuisine.”
This isn’t the first time Chipotle has branched out from serving Mexican food. It also has a chain called “ShopHouse,” which serves Southeast Asian-inspired food and the consumer selects rice, noodles, or a salad, adds a meat or tofu, plus numerous other ingredients. ShopHouse has 14 locations in the United States.
Chipotle also owns a majority interest in “Pizzeria Locale,” which has four restaurants in Cincinnati.
It will be interesting to see how the “Better Burger” trademark application plays out and if it helps Chipotle improve its brand.
If you need assistance with registering a trademark or help handling opposition to your trademark application, contact the legal team at The Swenson Law Firm to schedule an initial consultation.