Chipotle files trademark for ‘Better Burger’

FILE - This Dec. 27, 2015 file photo, shows a Chipotle restaurant at Union Station in Washington. Chipotle says it will start a marketing push in February to begin its road to recovery after a series of food scares, and that it's confident it can win back customers over time. The remarks from executives come after Chipotle's sales plunged 30 percent in December. Its troubles began after an E. coli outbreak came to light at the end of October. Several weeks later, norovirus sickened dozens at a Chipotle in Boston. (AP Photo/Gene J. Puskar, File)

NEW YORK (AP) — Chipotle apparently has burgers on its mind.

The Denver-based chain applied for a trademark for “Better Burger” earlier this month, according to a filing with the U.S. Patent and Trademark Office. A spokesman for Chipotle, Chris Arnold, noted the company has already started a pizza chain concept called Pizzeria Locale and an Asian food chain concept called ShopHouse.

Arnold said the company has noted the “Chipotle model could be applied to a wide variety of foods.”

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

More recently, however, Chipotle Mexican Grill Inc. is fighting to recover from a series of food scares that sent sales plunging.

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