In a statement from Tasty Burger CEO Dubois, Tasty Burger said it sent Chipotle a cease and desist letter on July 19, and still haven't heard anything from the company. Instead, Chipotle has continued to market and promote Tasty Made. The company said Chipotle copied not only their name, but their logo and mark.
Tasty Burger said they have several locations near Chipotle locations, and even share the same landlord at one, causing them to find it "reasonable to assume" that Chipotle is knowledgeable of their signage. On top of that Tasty Burger is also the official burger of the Red Sox.
It isn't clear where this will go from here, but Tasty Burger isn't going down without a fight.
"Despite the obvious David and Goliath scenario, we cannot simply stand by and watch an enormously powerful company like Chipotle move forward with opening a burger restaurant with a similar name, mark, and logo design," the statement reads.
Looking beyond just the confusion of the names, Tasty Burger seems to have a right to complain. A side by side comparison does make their claim a little meatier.
The most obvious similarity is their red logos which are fairly simple, featuring the name in white on a red background of fairly similar shapes. The white and black logos also have overlap. Both are doughnut shaped, with the food product names in the outer circle. On the inner circle Tasty Made has their name rather than a burger center.
Originally, Chipotle trademarked the name Better Burger, in March. It's unclear why they made the switch from the original name to Tasty Made, but coupled with Tasty Burger's complaints it does seem a bit suspicious.