First Burger King started selling hot dogs. Now Chipotle has announced plans to stir things up by expanding its burrito and taco offerings to burgers with a new restaurant called Tasty Made.
The restaurant is set to open in Lancaster, Ohio, this fall.
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Tasty Made’s menu will be mostly limited to burgers, fries and shakes, and the restaurant will aim to promote better, cleaner food and ingredients — just like Chipotle.
‘Early fast food burger restaurants generally had focused menus,’ Chipotle CEO Steve Ells said in a release. ‘We think there’s great strength in that original fast food model and wanted to create a restaurant built around that. Making only burgers, fries and shakes with really great ingredients, we think we can appeal to people’s timeless love of burgers, but in a way that is consistent with our long-term vision.
‘Tasty Made will use Responsibly Raised brand beef (from animals that are raised in more humane ways and without the use of antibiotics or added hormones), shakes made with real ingredients including milk, cream, sugar, eggs and other natural ingredients, and fresh-made buns that are free of preservatives, dough conditioners and other artificial ingredients.’
Chipotle, which found success in positioning itself as an alternative to traditional fast-food chains, has been struggling to win back customers after a series of food scares in past years.
Chipotle has already ventured in the direction of different cuisines. In 2001, the company opened an Asian food restaurant called ShopHouse Southeast Asian Kitchen, which has 15 locations. The company also operates a pizza chain called Pizzeria Locale, which has five locations.