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Chipotle files trademark for 'Better Burger' trying to recover from outbreaks

Staff writer |
Chipotle Mexican Grill filed a trademark application for "Better Burger," as part of its business diversification into a new burger restaurant chain.

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The fast food chain is struggling with sluggish sales after outbreaks of E.coli, salmonella and norovirus at its restaurants.

A spokesman for Chipotle noted that the Chipotle model could be applied to a wide variety of foods. The company has already invested in two smaller chains - ShopHouse Southeast Asian Kitchen and Pizzeria Locale.

Chipotle, a burrito and tacos chain spun off from McDonald's in 2006, is struggling to recover after recording a series of food-related illnesses. According to the U.S. Patent and Trademark Office records, Chipotle filed a trademark application for "Better Burger" earlier in March.

In December 2015, a norovirus outbreak at another Chipotle restaurant in Boston had infected about 140 people. Chipotle also had to shut down 43 stores in November due to E.Coli outbreaks that sickened more than 50 people in several states.

In mid-March this year, Chipotle said it expects to report a loss for the first quarter, marking its first quarterly loss since the company went public in 2006.


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