Chipotle has announced the launch of its first burger joint, Tasty Made, which will open in Lancaster, Ohio, this fall, ending months of speculation.
The Mexican fast-food icon hinted at expanding into the burger scene back in March when it filed a trademark application for the name “Better Burger.” Now, that speculation has become a reality —one that is hopefully is E. coli-free.
At the start, Tasty Made’s menu will be minimalist, offering only burgers, fries, and milkshakes. In making that decision, Chipotle CEO Steve Ells highlighted his inspiration: “Early fast food burger restaurants generally had focused menus. We think there’s great strength in that original fast food model and wanted to create a restaurant built around that.”
No word has come yet as to whether Tasty Made will incorporate some of Chipotle’s Mexican influences in its cuisine in the future (guacamole burger, anyone?), but for now, Tasty Made is keeping to the basics.
The debut of the burger chain comes as part of Chipotle’s fight to recover from the E. coli outbreak that ravished sales last fall. The chain returned to profitability last quarter, driven by the company’s new Chiptopia loyalty program.