Mexican food chain Chipotle has had a rocky road over the past year thanks to… you all know what I’m talking about. (Wink, wink. Vomit, vomit.) Turns out the company’s forays into trademarking the name of a burger brand haven’t been much more successful.
Back on March 11, Chipotle Mexican Grill Inc applied to trademark the restaurant name “Better Burger.” At the time, Chris Arnold, a company spokesman told Bloomberg, “It’s a growth seed idea we are exploring…. 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.” I’m not sure if that is a business tip or a public health warning. Ha! I kid, Chipotle, because I used to love.