Looks like McDonald’s and Burger King will have another competitor in the fast food burger lane, Chipotle. The restaurant chain, popularly known for its burritos and guacamole, will debut a “Better Burger,” confirmed the Mexican grill chain on Wednesday [March 30], after applying for the trademark.
Chris Arnold, spokesman for Chipotle described success outside of the Mexican market with a pizzeria restaurant and an Asian food chain:
“We have two non-Chipotle growth seeds open now — ShopHouse and Pizzeria Locale — and have noted before that the Chipotle model could be applied to a wide variety of foods,”
And the move to expand its menu couldn’t have come at a better time. The chain is recently battled reports of E. coli at various Chipotle locations, leading to dozens of poisoned customers. Attempting to attract their once-loyal customers with free burritos, it’s shares are are down 28% in the past year, despite being declared now safe by the CDC (Center for Disease Control.)
The debut date of the “Better Burger” has not been released.