The famous food chain, Chipotle, is looking to re-invent itself after sales dropped in response to the E. Coli outbreaks in its stores. The lack of trust in it’s product healthwise and competition from restaurants such as Shake Shack and Five Guys has caused Chipotle to ask some hard questions of itself.
The chain, once owned by McDonald’s, is looking to specialize it’s menu as many other’s have done and will be presented in a new store called “TastyMade” which opens in Lancaster, Ohio.
The menu will be a throwback with choices limited to burgers, fries, and milkshakes. Chipotle Co-CEO Steve Ells pointed out that burger chains in the past followed the formula of the “focused menu.” Once a standout as an alternative to fast-foods traditional offerings, now Chipotle looks to sell the concept of a “Better Burger.”
If McDonald’s response by creating a “Create your Taste” program is any indication, then Chipotle is poised to show that a burger can be improved on.
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