Burrito Chain Chipotle Files Trademark for 'Better Burger' | NBC 10 Philadelphia

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Burrito Chain Chipotle Files Trademark for 'Better Burger'

The Denver-based Mexican fast-food chain applied to trademark "Better Burger" earlier this month

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    NEWSLETTERS

    Chipotle, known for Tex-Mex cuisine, is looking toward a "Better Burger." (Published Thursday, March 31, 2016)

    Chipotle apparently has burgers on its mind.

    The Denver-based Mexican fast-food chain applied to trademark "Better Burger" earlier this month, according to a filing with the U.S. Patent and Trademark Office.

    Chris Arnold, a spokesman for Chipotle, noted the company has already conceptualized a pizza chain called Pizzeria Locale and an Asian food chain concept called ShopHouse.

    Arnold said the "Chipotle model could be applied to a wide variety of foods."

    Chipotle, which has more than 2,000 stores, surged in popularity by touting fresh ingredients and the flexibility to customize orders. That has led to numerous other "fast casual" restaurant openings.

    The chain, however, is fighting to recover from a series of recent food scares that sent sales plunging.