You possibly can name your new burrito bowl no matter you would like — simply do not name it the “Chipotle Rooster Burrito Bowl.”
That is the newest gauntlet thrown by Chipotle Mexican Grill Inc, which is suing its fast-casual restaurant rival Sweetgreen Inc in California for trademark infringement.
Chipotle legal professionals confirmed up in a federal court docket on Tuesday, claiming that Sweetgreen’s new menu merchandise, the “Chipotle Rooster Burrito Bowl,” crosses the road.
Chipotle argues that Sweetgreen’s burrito bowl is “very related and instantly aggressive” with its personal. They mentioned the merchandise had related elements, resembling rooster, rice, and black beans.
Furthermore, through the use of the phrase chipotle in its advertising and marketing, Sweetgreen is “making outstanding use of the well-known Chipotle trademark.”
Chipotle, the spice, is a Mexican powder constructed from dried, smoked jalapeno peppers.
Sweetgreen mentioned it doesn’t touch upon pending litigation. However its shares fell greater than 10% right this moment.
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Sweetgreen simply launched the burrito bowl final month
Sweetgreen, recognized for its wholesome salads and grain bowls, has been on a mission to introduce “heartier” objects to its menu choices.
Based on a press launch from the corporate, inner research discovered that their prospects most popular rooster as their protein by 70%.
“The Chipotle Rooster Burrito Bowl is our reply to heartier meal choices,” mentioned Nicolas Jammet, sweetgreen Co-Founder and Chief Idea Officer. “Impressed by daring chipotle spices, this protein-heavy choice balances a model new taste profile for sweetgreen.”
The product was launched on March 30.
However Chipotle is just not proud of the title. In a lawsuit, the corporate claimed they contacted Sweetgreen to stop and desist.
They even provided a brand new title suggestion — “Rooster Bowl with chipotle” (decrease case C)
Sweetgreen didn’t appear too candy on that and failed to reply.