Have you heard about that great new burger place, Chipotle? Yes, that Chipotle. It turns out the chain applied to trademark the term
Better Burger on March 11th, which is more than a little confusing.
Enormous burritos? Sure. Margaritas in plastic cups? Oh yeah. Burgers? Um...what now?
Chipotle and burgers. As I mulled it over I realized how much sense it made. Chipotle already has ShopHouse, the Asian concept based on the Chipotle model, and has hinted the platform could be applied to a wide spectrum of foods. So why not burgers?
In fact, this type of seeming incongruity has been happening fairly aggressively all over the menu for some time. Think of Taco Bell announcing its breakfast launch two years ago ‒ wow, that was big stuff in 2014. And McDonald’s all-day breakfast ‒ come on, you know you thought it would never happen. But it did, and began to set in motion a turnaround for the world’s biggest foodservice operator.
And who saw egg-topped burgers not only becoming a thing, but a very common thing?
And eggs for dinner? Your mother may have surprised you with pancakes for dinner on occasion, but now we have fine dining operators like Bobby Flay serving scrambled egg appetizers at Gato in NYC.
And that doesn’t even count all the salads, pizzas and side dishes being topped with eggs. Who saw that coming?
But it’s all happened, just like it will likely happen that Chipotle will open a better burger place. As you go through the line, picking out your ingredients like you do at Chipotle today, you might want to top it with a nice egg. They’re showing up in all the best places.