Chipotle to Open Burger Chain
On Wednesday, Denver-based Chipotle Mexican Grill said they have applied for a trademark for "Better Burger" as part of their initiative to open a burger restaurant chain.
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Chris Arnold, a Chipotle spokesman, noted the "Chipotle model could be applied to a wide variety of foods." Chipotle has diversified their Mexican restaurant model by opening ShopHouse, a Southeast Asian food chain and Pizzeria Locale, which specializes in wood-fired pizza.The expansion announcements come as Chipotle had its worst quarterly performance following the E.Coli outbreak and other health safety problems.
With all the burger chains, gourmet or otherwise, one has to ask if the burger market has become too saturated.
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