Apparently, there’s beef in the chicken burrito world, and Chipotle now wants all the smoke with a rival competitor.
The Mexican casual dining chain has taken its battle to court, suing Sweetgreen for allegedly introducing a “Chipotle Chicken Burrito Bowl,” which violates Chipotle’s trademark. Sweetgreen recently debuted its “very similar and directly competitive” bowl on March 30th. The company stated they wanted to offer foods beyond salads and greens. Chipotle accuses Sweetgreen of using their menu item to purposely confuse customers and profit off a product they created.
Sweetgreen’s burrito bowl includes chicken, rice, black beans, and salsa. Chipotle’s Burrito Bowl can be made with steak, chicken, or carnitas. A grain base, salsa, beans, and a variety of toppings are also added. Chipotle argues that Sweetgreen has hijacked its star food item. Specifically, it is the use of the word “Chipotle” that has landed Sweetgreen in hot water. The food brand also uses Chipotle’s trademarked “Adobo Red” color in its advertising.
In a statement, Sweetgreen acknowledged the lawsuit but refused to comment on the ongoing case. Chipotle previously issued them a cease and desist letter, but Sweetgreen continued with its bowl launch. Chipotle’s chief corporate affairs officer Laurie Schalow also released a statement saying they’re taking all necessary action to protect the company’s trademark. Chipotle requested a court injunction prohibiting Sweetgreen from using the “Chipotle” wording and an undisclosed sum of money as compensation.
