Chipotle is protecting its burrito bowl lane by all means, including taking Sweetgreen to court for their new ‘chipotle chicken burrito bowl.’
According to Reuters, Chipotle Mexican Grill Inc. filed a lawsuit against the salad chain on Tuesday (April 4) in California. The Mexican food chain claims Sweetgreen violated its trademark rights in the advertisement and sale of its newest menu addition.
Lawsuit documents state:
“Chipotle and Sweetgreen are unaffiliated companies who compete in the ‘fast casual’ restaurant industry. still, Sweetgreen is using Chipotle’s famous CHIPOTLE trademark to sell a product that is very similar and directly competitive to Chipotle’s chicken burrito bowl. Sweetgreeen’s conduct constitutes trademark infringement, trademark dilution, and false designation of origin, and deceptive trade practice.”
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Sweetgreen first introduced its burrito bowl on March 30. In a news release, the salad company revealed the “protein-packed all-grains bowl” is available at all its locations “for a limited time only.” The bowl deviates from its standard menu by offering a bowl “without any greens.” Sweetgreen said an internal study found that 70% of their customers prefer chicken as their protein–and that data was used to inspire the ‘Chipotle Chicken Burrito Bowl.’
introducing the ✨chipotle chicken burrito bowl✨ a tastier alternative to your lunch rotation. pic.twitter.com/AHFrnk2k1v
— sweetgreen (@sweetgreen) March 30, 2023
But the Mexican Grill isn’t buying what Sweetgreen is selling. Instead, the Mexican-inspired restaurant says Sweetgreen is advertising using the trademarked, capitalized version of ‘Chipotle’ and its trademarked ‘Adobo Red’ color.
Additionally, lawsuit docs claim Sweetgreen continued to push the product despite Chipotle’s cease-and-desist letter and a call to Sweetgreen from their legal department. They suggested that Sweetgreen use the word ‘chipotle’ in lowercase to describe the bowl’s ingredients rather than capitalizing it in the product’s official name. An example listed is “chicken bowl with chipotle.”
Sweetgreen Reportedly Responds To Chipotle Lawsuit
Reuters reports that Sweetgreen released a statement saying it is aware of Chipotle’s lawsuit. However, the salad company added that it doesn’t comment on pending litigation. On Thursday, Sweetgreen still had promotional content surrounding the burrito bowl posted to its Twitter and Instagram pages. The company even shared an Insta-Reel celebrating National Burrito Day with a promo code for the “buzzed-about chipotle-chicken burrito bowl.”
The bowl is one of several limited menu items, including a Hummus Crunch Salad and Asparagus + Roasted Salsa Bowl, that Sweetgreen will offer through June 12.
But the Mexican Grill isn’t looking for the product to maintain its limited availability. Instead, it’s asking a huge to block Sweetgreen from using its trademarked name. Additionally, they want an unspecified amount of money in damages.
Add these to your “in” list pic.twitter.com/IUpZ0nYOdo
— Chipotle (@ChipotleTweets) January 23, 2023
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