Chipotle can venture out to find more opportunities in the fast food industry. While increasing the number of new locations nationwide and implementing more successful Chipotlelanes is already underway, a whole new brand concept could also be in the works.
Inside a new Kitchen United Mix food hall opening in Santa Monica, Calif. this month will be a new restaurant called Farmesa, which could be a new part of the Chipotle Mexican Grill company.
catering company reports that SP Kitchens LLC has trademarked Farmesa, with names including “Farmesa Fresh Ingredient Kitchen” and “Farmesa, a Fresh Eatery.” The branding company lists the Chipotle headquarters (in Newport Beach, CA) as the primary address for the new brand concept.
Farmesa is set to produce a menu full of “California Fresh Bowls” using real, wholesome ingredients, according to an Indeed job listing. And like Chipotle, the new restaurant concept is primarily focused on sourcing quality ingredients and supporting farmers using locally grown produce. Jobs at Farmesa start with a salary of $17.50 per hour, per position.
While speculation that ties Farmesa and Chipotle together is still unconfirmed, we’ve seen this Tex-Mex-inspired chain introduce unique new varieties of protein, give diehard fans fun products, and even promise to turn an obsessive trend on social networks. in a permanent menu item. The fast-paced, laid-back place has never been shy about steering business in a new direction, but we’ll have to wait and see if it makes a profit or ends up falling short of corporate standards.
We’ve seen the Tex-Mex-inspired chain test out ghost kitchens, as well as launch a range of successful and unsuccessful business ideas.
In 2011, Chipotle launched the ShopHouse Asian Kitchen, serving bespoke rice bowls and Asian-style noodles. But due to a huge food safety scandal and a drop in sales, all of the brand’s locations were shut down in 2017.
Another not-so-successful venture that Chipotle undertook was a concept called Tasty Made, which created classic “In-N-Out” style burgers for suburban Columbus, Ohio. With only two years in operation, from 2016 to 2018, Chipotle held the burger joint back from moving forward as many customers complained that the food was mostly mediocre.
The last remaining company owned by Chipolte, outside of the original business model, is Colorado-based Pizzeria Locale. The pizzeria was inspired by the simple neighborhood pizzerias that can be found in Naples and expanded to five different locations in the Denver area.
Chipotle has not responded to comments at this time.
Jordan Summers-Marcouillier was born and raised in San Jose, CA and now works as a writer in New York, NY. Learn more about Jordan
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