Chipotle’s stocks have most certainly taken a hit since the unfortunate breakout of E. coli in 2015. Since then, the Mexican grill has been attempting to grow in a positive direction. This time around it’s not with chicken or steak—beef will be their attempted successor for the near future.
Chipotle has decided to move forward with making burgers, adding to their repertoire of ingredients within the cooperation. Receiving mixed reviews, the company is hoping to thrive on their new venture.
“I don’t think Chipotle can surpass the hype they have now,” says Alex Tesfay of Houston, Texas. “They have to add more flavor to their menu if they’re hoping to be successful in the burger business.”
Chipotle aims at opening their first burger chain restaurant in Lancaster, Ohio. ‘Taste Made’ will be the name. At one point, the restaurant was said to be called ‘Better Burger,’ so perhaps the name will change again. The buns will be freshly baked and food will include no preservatives or artificial chemicals. They will continue to use natural ingredients as well.
“We think we can appeal to peoples’ timeless love of burgers, but in a way that is consistent with our long-term vision,” co-CEO Steve Ells told CNN.
Will Chipotle be successful with their new burger venture? Only time will tell when they officially open up in the fall.
