Chipotle Sues Sweetgreen for Stealing Its Title

You’ll be able to name your new burrito bowl no matter you want — simply do not name it the “Chipotle Hen 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 attorneys confirmed up in a federal court docket on Tuesday, claiming that Sweetgreen’s new menu merchandise, the “Chipotle Hen Burrito Bowl,” crosses the road.

Chipotle argues that Sweetgreen’s burrito bowl is “very comparable and immediately aggressive” with its personal. They stated the merchandise had comparable components, resembling hen, 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 comprised of dried, smoked jalapeno peppers.

Sweetgreen stated it doesn’t touch upon pending litigation. However its shares fell greater than 10% at this time.

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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” gadgets to its menu choices.

In line with a press launch from the corporate, inside research discovered that their prospects most well-liked hen as their protein by 70%.

“The Chipotle Hen Burrito Bowl is our reply to heartier meal choices,” stated Nicolas Jammet, sweetgreen Co-Founder and Chief Idea Officer. “Impressed by daring chipotle spices, this protein-heavy possibility balances a model new taste profile for sweetgreen.”

The product was launched on March 30.

However Chipotle shouldn’t be pleased with the title. In a lawsuit, the corporate claimed they contacted Sweetgreen to stop and desist.

They even supplied a brand new title suggestion — “Hen Bowl with chipotle” (decrease case C)

Sweetgreen didn’t appear too candy on that and failed to reply.