Chipotle enters the burger scene
Chipotle Mexican Grill will enter the burger market this fall with a limited-menu concept called Tasty Made, a name it had trademarked earlier this year. The company has made no secret of its interest in expanding its model beyond Mexican and pizza into burgers. The question was whether Chipotle鈥檚 food-safety problems that have depressed its sales would delay its burger venture. They will not, apparently.
In announcing its plans, Chipotle CEO Steve Ells said Tasty Made would feature 鈥淩esponsibly Raised brand beef鈥� free from antibiotics or added hormones, plus 鈥渟hakes made with real ingredients鈥� and 鈥渇resh made buns that are free of preservatives, dough conditioners and other 聽artificial ingredients.鈥�
Ells said of the limited menu that he believes 鈥渢here鈥檚 great strength in that original fast-food model and wanted to create a restaurant built around that.鈥� Ells worked with fine-dining Chef Nate Appleman, who has worked with Chipotle for several years, and David Chrisman, who serves as the chain鈥檚 training director.
The inaugural Tasty Made will open in Lancaster, Ohio, near Columbus.
This article first appeared at .
