Chipotle is hoping its customers have gotten over that whole food-borne illness thing and will trust it to make tasty burgers, with its new venture dubbed “Tasty Made.”
The company announced that it’ll open its first burger restaurant, dubbed Tasty made, in Ohio this fall. The menu will feature only burgers, fresh-cut French fries, and milkshakes.
“Early fast food burger restaurants generally had focused menus,” said CEO Steve Ells in a press release. “We think there’s great strength in that original fast food model and wanted to create a restaurant built around that.”
The new chain will only use “high-quality ingredients that are grown and raised with respect for the animals, the land, and the farmers who produce them,” Chipotle said. Burgers will be made with beef that’s been raised without the use of antibiotics or added hormones, and the shakes will be made with “real ingredients” including milk, cream, sugar, and eggs. Burger buns will be free of preservatives, dough conditioners, and other artificial ingredients.
Although Chipotle had earlier trademarked the word “Better Burger,” that name has apparently been dumped in favor of Tasty Made.
This isn’t the first time Chipotle has strayed from burritos and tacos: the chain also has ShopHouse Southeast Asian Kitchen in Washington, and has invested in Colorado-based Pizzeria Locale. Those brands are still relatively small now, with fewer than 10 outlets of each open.
(h/t Business Insider)
by Mary Beth Quirk via Consumerist