Sweetgreen's new 'chipotle-chicken burrito bowl' is spicing things up in more ways that one.
Sweetgreen's new"chipotle-chicken burrito bowl" is spicing things up in more ways that one. Photograph courtesy of Sweetgreenover the DC-born company’s “Chipotle Chicken Burrito Bowl.” In a lawsuit issued in a California federal court this week, Chipotle alleges that the salad chain is violating its trademark rights by marketing a grain-based bowl that’s spicily similar to its own chicken burrito bowl.
According to a press release, the new Sweetgreen meal “features a double serving of wild rice, with new lime/cilantro black beans and a house-roasted chipotle salsa. Don’t call it a salad—this one’s base is all grains!” Chipotle alleges “the very similar and directly competitive” bowl, and the marketing around it, is an attempt to confuse or deceive customers and capitalize on the burrito behemoth’s reputation. According to the lawsuit, Sweetgreen infringes on various Chipotle trademarks, including advertising the word “Chipotle” in all caps, in a similar font, and in the chain’s “trademark red color, Adobo Red.
Sweetgreen, which has so far declined to comment on the lawsuit, has altered its marketing since legal action was taken, adding a hyphen to describe the “Chipotle-Chicken Burrito Bowl.” Still, that didn’t stop the company from celebrating National Burrito Day with a 50 percent-off promo, which according to the lawsuit, “is clearly intended to copy and trade off of Chipotle’s longstanding ‘National Burrito Day’ promotion.
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