The past couple of months have been horrible for Chipotle.
The business suffered a huge PR meltdown over health issues in locations.The E. coli outbreak in October 2015 affected 50 people in more than 11 states. Branches across the globe suffered big losses.
Time, like most things, heals wounds. Chipotle has worked on a bit of rebranding and slowly people are starting to give their food another chance. In an effort to expand their customer base, Chipotle applied for a trademark on the phrase “Better Burger” which allegedly is part of a burger business plan.