Tasty Burger apparently confirmed that Chipotle’s line of Burger has copied not only their logo but also the name.
Chipotle Mexican Grill (CMG) is mostly famous for its grill, but with its current campaign for burger seems as though a clean copy from Tasty Burger, thus the raised eyebrow by the Burger Giant towards Chipotles newfound identity. Tasty Burger having many chains across the United States of America specifically the Capital D.C and Cambridge, issued a Cease & Desist letter to Chipotle Incorporation last month in order to stop having a continuous impact on their burger identity, which seems quite similar to that of the new found Chipotle Burger identity. The issue stands with not only the logo, but also the trademark which is circular and the highlight towards, burger fries and shakes.
David Dubois, CEO of Tasty Burger issued the warning to the Colorado based company Chipotle and stated that they received no response. Hence he went public with the argument on Monday in order to let Chipotle know of the Tasty Burger Trademark Rights filed in the U.S and 37 other countries.
“We are a growing company with modest beginnings “, David stated. He further added that the company has big dreams to share their burgers with millions more as they expand their burger joints.
On confirming the current issue, David stated that despite the obvious David and Goliath scenario, they simply wouldn’t stand by and watch an enormously powerful company like Chipotle move ahead with opening a burger joint with similar name, mark and logo design.
On the other side, Chipotle Spokesperson, Chris Arnold stated that they fully intend to move forward with the name Tasty Made and believed that they are on concrete grounds for doing so. He further added that there is sufficient difference between the names and logo marks so as not to cause consumer confusion and believed that both the brands can co-exist.
Now the question would remain whether or not a complaint could be filed by Tasty Burger with the U.S Patent and Trademark Office, or whether the organization would simply sue the other for trademark infringement.
Chipotle had been struggling in the past after a widespread epidemic broke out of food borne illness at its stores. This is their fight back, however the similarities within both the logos are most certainly visible. This goes to show as to how vital a trademark application is for a food and drink logo design. Nevertheless the battle between both the organization seems legit and heading for a hearing soon – if filed for!