Remember when we got all excited because we thought that Chipotle was entering the burger business?The brand had submitted a trademark for the name Better Burger to be trademarked, but according to Nation’s Restaurant News, Chipotle has dropped the trademark.
Don’t give up on a Chipotle burger topped with guac’ and beans yet: The struggling fast casual restaurant may yet explore a burger concept. It just won’t be called Better Burger.
“The Better Burger trademark application was challenged, and we weren’t entirely wedded to that, so we’ve simply opted to let that trademark application go,” Chipotle rep Chris Arnold said. “It’s not the first time we have filed a trademark application for a mark we opted not to use.”
Meanwhile, Luby’s Fuddruckers has jumped on the phrase by registering the slogan “Better buns, better burger.”