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.
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