"Better Burger" Chipotle's Newest Development in Brand Expansion

The Tex-Mex super giant Chipotle Mexican Grill announced that they are currently developing a new burger chain named Better Burger. Chipotle has expanded their brand in others ways with chains like ShopHouse South East Asian Kitchen and Pizzeria Locale. Better Burger is their latest installment into this brand expansion.  Over the years Chipotle has benefited advantageously from their business model, which relies on limited fresh ingredients and allows customers to create their very own meal. In the past year Chipotle has seen a decrease in sales due to competitors and health concerns surrounding the restaurant but they are poised to make a comeback. 

Chipotle is excited to build on their existing chains while also continuing to diversify by entering the higher-end fast casual burger market. Chains such as Smash Burger, Five Guys, and Shake Shack Inc. have done very well in this market. Chipotle hopes that Better Burger can be the next big thing, but they have not given out too much information on the actual concept. With their current chains ShopHouse, and Pizzeria Locale growing Chipotle hopes their latest business endeavor will help bring in a more profitable 2016. 

Click here for the full story from the Wall Street Journal. Click here for more Front Street news.

Written by Front Street Intern Nicholas DeMasi