Chipotle Mexican Grill Inc sued fast-casual dining rival Sweetgreen Inc in California federal court Tuesday, claiming the salad chain's new 'Chipotle Chicken Burrito Bowl' violates its trademark rights.
in California federal court Tuesday, claiming the salad chain's new "Chipotle Chicken Burrito Bowl" violates its trademark rights.Sweetgreen's "very similar and directly competitive" bowl is an attempt to capitalize on the Chipotle brand and likely to confuse consumers.
Chipotle chief corporate affairs officer Laurie Schalow said in a statement that the company will "take appropriate actions whenever necessary" to protect its trademarks.the bowl in a March 30 press release, describing it as "the latest iteration of Sweetgreen’s menu innovation strategy, as the brand evolves beyond salads to introduce a bowl without any greens."
The lawsuit said Sweetgreen continued infringing despite a cease-and-desist letter and phone call from Chipotle's legal department. Chipotle said it suggested changing the name to something that uses "chipotle in lower-case, in a textual sentence, to accurately describe ingredients of its menu item," like a "chicken bowl with chipotle."
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