Tasty Made's menu will be limited to burgers, fries and shakes. The new chain joins not only the original Chipotle restaurant, but two other eateries as well: an Asian concept restaurant called ShopHouse and a pizza restaurant called Pizzeria Locale.
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The company had signaled its intent to move into hamburgers, filing a trademark application for “Better Burger” earlier this year and noting its belief that the “Chipotle model” could be applied to a variety of foods. An address linked with Chipotle was on a trademark application for “TastyMade,” the website Eater reported earlier this month.
Given its recent struggles, Chipotle said last week that it was assessing its plans for future restaurant openings with “a more conservative lens.” For this year, the company has said it plans to open between 220 and 235 Chipotle restaurants, on top of the more than 2,000 existing locations.
If Chipotle's burger concept were to expand, it would pose a bigger threat to McDonald's Corp., which previously owned a stake in the Denver-based company. McDonald's has been rolling out a “Create Your Taste” program in select restaurants that lets customers build their own burgers, but has not said how widely it plans to expand that option.
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Article Source: Yahoo Finance
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