Chipotle has officially announced plans to soon open a burger restaurant named Tasty Made. According to CNBC, the restaurant will make its debut this fall in Lancaster, Ohio after eight months of speculations and rumors of the restaurant. Tasty Made is expected to adopt the Chipotle model of food service.
The possibility of a burger joint was hinted at in March after the company hinted at it with its purchase of the trademark "Better Burger." The restaurant will serve only burgers, fresh cut fries and milkshakes.
This isn't the only time Chipotle has strayed away from its Mexican food origins. The chain also opened ShopHouse Southeast Asian Kitchen in 2013 and its investment in Pizzeria Locale in 2012 The company was secretly invested in the pizzeria since summer 2011, keeping the partnership quiet through a non-disclosure agreement. Both ShopHouse and Pizzeria Locale aren't widely known to be connected to Chipotle.
The annoucement of Tasty Made comes as Chipotle is attempting to recover from the E. Coli outbreaks tied to the chain. The chain did have some "modest" improvement in the second quarter that has been attributed to the Chiptopia summer loyalty program which rewards the most loyal customers, and the addition of chorizo to the menu. The announcement of Tasty Made did lead to slightly higher stock trading for the company.