Chipotle is branching out from burritos to the all-American hamburger patty. The chain announced this week that it would be opening a new hamburger restaurant called “Tasty Made” in a few months near Columbus, Ohio.
The hamburger restaurant, which will serve burgers, fries and shakes, could be the next niche for Chipotle to carve out with a focus on better ingredients and customizable meals.
Speculation on the company opening a hamburger chain was already present as the company had filed a trademark application for “Better Burger,” back in March.
Steve Ells, founder, chairman and co-CEO of Chipotle, said in a statement, “At the heart of that is our commitment to great quality ingredients and classic cooking techniques — traits that are absolutely necessary to make the best tasting food, and that can be applied to number of kinds of cuisine.”
The restauran’ts menu could quickly give the company an advantage over competition. Ells has said, “Making only burgers, fries and shakes with really great ingredients, we think we can appeal to peoples’ timeless love of burgers, but in a way that is consistent with our long-term vision.”
Disclaimer: We have no position in Chipotle Mexican Grill Inc. (NYSE: CMG) and have not been compensated for this article.