Chipotle Mexican Grill is no stranger to lawsuits by now, so it’s no surprise that it’s undeterred by Tasty Burger’s infringement claim against the Tasty Made name Chipotle will use for its opening-soon burger prototype in Lancaster, Ohio.
Chances are that when Tasty Made opens, its marketing will incorporate the phrase “The Tasty Way.” Chipotle this month has trademarked both “The Tasty Way” and “Always Made the Tasty Way,” and unlike earlier phrases it grabbed, these are obviously under consideration just for Tasty Made.
As reported here exclusively, Chipotle in August registered the phrases “Cutting Additive, Not Corners” and “The Nature of Taste,” which could be used with either the Chipotle or Tasty Made brands. At that time, a Chipotle spokesman gave this caution, “We file a number of trademark applications in the normal course of our business—some of which we use, some of which we don’t. I wouldn’t read too much into the simple act of filing a trademark application.”
Five-year-old, Boston-based Tasty Burger vowed to “aggressively protect our well established mark” after the Tasty Made name was announced.
Only a chain with a billion-dollar marketing budget could do this, so McDonald’s has it and is doing it. The chain has created a series of videos called “What’s Cooking?” featuring corporate R&D chef Dan Coudreaut.
The first has Coudreaut in Santa Barbara, Calif., where the Egg McMuffin was created by a franchisee 45 years ago. The video covers the item’s inspiration, history and preparation. Other videos will take viewers to Salinas Valley in California to show where produce is grown and then to Boise for the fall potato harvest. Additional videos are planned for 2017.