Operations

Peace returns to fast-casual segment as Sweetgreen agrees to rename chipotle chicken burrito bowl LTO

To resolve a trademark lawsuit filed by Chipotle Mexican Grill, the rivals come to a resolution. National Burrito Day is saved.
Sweetgreen changes name of LTO
Sweetgreen changes name of LTO to Chicken + Chipotle Pepper Bowl./Photo courtesy of Sweetgreen.

Chipotle wins.

Facing a trademark lawsuit, Sweetgreen officials on Thursday said the chain’s new Chipotle Chicken Burrito Bowl will be renamed:

Meet Sweetgreen’s new Chicken + Chipotle Pepper Bowl.

The move is part of a tentative agreement to resolve the federal lawsuit filed earlier this week by Chipotle Mexican Grill, which argued that rival Sweetgreen violated trademark laws in marketing the new LTO, saying it was too similar to one of Chipotle’s most popular menu items and that marketing materials were “nearly identical.”

Sweetgreen in a statement said, “In order to focus on the business and continue serving our guests without distraction, we have decided to rename our bowl to the Chicken + Chipotle Pepper Bowl as part of a tentative agreement to resolve the lawsuit. Our mission is to bring customers healthy, elevated and craveable menu items that make you feel good. We are looking forward to putting this lawsuit behind us as we continue to connect more people to real food.”

Chipotle, meanwhile, was good with that.

“We are pleased that Sweetgreen has chosen to amend their materials in a manner that protects our trademarks and intellectual property, and therefore, we have both agreed to resolve the pending lawsuit. We will continue our vigilance in protecting our intellectual property in the marketplace.”

The lawsuit, of course, garnered headlines in most major media outlets on the eve of National Burrito Day on Thursday. Promotions planned by both brands will carry on, as planned.

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