Chipotle Mexican Grill Inc. may be getting wrapped up in a new venture.
The Denver-based chain applied for a trademark for "Better Burger", according to a filing with the U.S. Patent and Trademark Office.
Chipotle spokesperson Chris Arnold told Bloomberg -- “It’s a growth seed idea we are exploring. We have two non-Chipotle growth seeds open now -- ShopHouse and Pizzeria Locale -- and have noted before that the Chipotle model could be applied to a wide variety of foods,” Arnold said in an e-mail.
The chain is trying to bounce back after multiple E.Coli and Norovirus outbreaks were connected to the chain last year. The company recently mailed out free burrito coupons and launched a photo hunt game to win free food.
Its shares are down more than 24 percent over the past year.