There were no chips and guac in sight as Chipotle opened its new burger concept restaurant, Tasty Made, in Ohio on Thursday.
Instead, there were only fries, milkshakes and burgers for some of the first customers — billed as using “high-quality ingredients” but selling at fast food prices . Chipotle opened the burger restaurant as it looks to improve its brand and branch out after a series of food safety mishaps.
“Lancaster is the ideal market for this because the people here really appreciate an excellent burger served at a reasonable price,” Dave Chrisman, a Chipotle employee from Ohio who oversaw the Tasty Made development process, said in a statement.
Chipotle co-CEO Steve Ells said the restaurant operates with an “advanced queuing system that uses heads-up visual cues” for cooks to make the food quickly, rather than pre-making frozen burgers. Ells, Chrisman and chef Nate Appleman led the company’s initiative.
- Who Will Be TIME's Person of the Year 2023?
- Why Cell Phone Reception Is Getting Worse
- The Dirty Secrets of Alternative Plastics
- Column: It's Time to Scrap the Abraham Accords
- Israeli Family Celebrates Release of Hostage Grandmother
- In a New Movie, Beyoncé Finds Freedom
- The Top 100 Photos of 2023
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
