It’s official: Chipotle will soon be in the burger business.
The Mexican food giant will open its first burger restaurant this fall in Lancaster, Ohio, Bloomberg reports. Chipotle has been planning to explore burgers for a while, and in March the company filed a trademark application for the name “Better Burger.”
But now the Denver-based burrito maker has chosen a different name. Its new burger joint will be called Tasty Made, according to Bloomberg. Chipotle has already dabbled in other non-Mexican restaurants, including its ShopHouse Southeast Asian Kitchen and an investment in Pizzeria Locale, a restaurant from Colorado, but this will be its first entry into the burger business.
The new venture comes as Chipotle is still struggling to recover from a series of food-borne illness outbreaks that prompted an investigation by the Centers for Disease Control and Prevention. The incidents drove away customers, and the company’s sales have dropped for three straight quarters. Chipotle has tried to attract customers with discounts and a new loyalty program, and the new restaurant may let the company grow under a new name.