By Natalie Roterman
April 3, 2015
It seems like Chipotle’s big secret is to keep coming up with new exciting things every now and then to keep their loyal costumers happy. Although they already serve Margaritas at some locations, they are on route to having a new, expanded cocktail menu at a lone Colorado location to start with.
The menu is being created in collaboration with sommelier and distiller Richard Betts. Just like the food, the drinks are meant to be “beverages with integrity,” which could mean from lower-impact packaging to healthier, organic ingredients. The list will reportedly include a new margarita (made with Betts’ own Mescal brand based in Oaxaca, Mexico), draft beers, sangria and soft drinks.
Despite suffering a tremendous blow after an E. Colli outbreak, the food chain seems to be holding up pretty well. At the time, CEO Steve Ells issued an apology on the “TODAY” show on behalf of the restaurants. Ells said they are “deeply sorry” and working really hard on implementing new steps and policies. “We’re doing a lot to rectify this and make sure it doesn’t happen again,” Ells told Matt Lauer. “The procedures we’re putting in place to eat are so above industry norms that we are going to be the safest place to eat.”
While numbers may indicate it will take a while to recover (noting that the company gave out thousands of free burritos to redeem themselves), it looks like this bump in the road did not stop them from trying to expand into new horizons: specifically burgers. The company reportedly filed an application to trademark the name “Better Burger,” as confirmed to Bloomberg by spokesman Chris Arnold. “[We] have noted before that the Chipotle model could be applied to a wide variety of foods.”
Technomic’s president, Darren Tristano believes Chipotle most likely looked at Shake Shack’s rapid growth and saw a chance to go in that direction. “The category continues to grow, and the opportunity continues to be very big,” he said.