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For the last 15 years Chipotle has been slinging burritos and tacos like nobody's business—and we've happily obliged by eating our weight in guac. But the company recently decided to branch out from its Tex-Mex roots and open a new chain of burger restaurants called Tasty Made that will debut in Ohio before expanding nationwide. The only trouble is, one burger brand believes Chipotle stole its identity.
According to CNN, a Boston-based restaurant called Tasty Burger—which makes the official burger of the Boston Red Sox—claims that the burrito company jacked both its name and logo. What's more, the Boston company alleges that Chipotle ignored a cease and desist letter demanding that it make changes to both.
Meanwhile, Chipotle doesn't think it has done anything wrong. Chris Arnold, a spokesperson for the brand, said in a statement: "We fully intend to move forward with the name Tasty Made for our burger restaurant and strongly believe that we are on solid footing in doing so. We believe there is sufficient difference between the names and logo marks so as not to cause consumer confusion."
But Tasty Burger will not be going down without a fight. CEO David DuBois told CNN that Chipotle is violating Tasty Burger's trademark rights, saying that he intends to "aggressively protect" his small business. That's because, as he explains, the similarities between the two are causing "a great deal of confusion" with customers.
For reference, here are the two logos side-by-side:
Chipotle filed for its trademark on Tasty Made on July 29 and the first restaurant in the forthcoming chain isn't slated to open until the fall. Tasty Burger, on the other hand, has been operating in Massachusetts since 2010. There are five locations, with two more in Washington, D.C. on the way.
And as much as we don't want to weight in on this just yet, we can't help but feel like Chipotle made a mistake here. What do you think?
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