Editors' pick: Originally published Oct. 31.
Where's the fried chicken sandwich and sweet potato fries, Steve Ells?
That's what some early patrons of embattled Chipotle's (CMG) new hamburger concept Tasty Made may have wondered while stepping up to order when the concept officially opened its doors last week.
The restaurant only has three burger options on the menu -- a hamburger, a cheeseburger and a specialty burger called the Tasty Made. As for sides there are only French fries, while the shake options number four in total. Rounding out the menu are typical sodas from Coca-Cola (KO) , which is odd in the sense the concept is emphasizing a Chipotle "better for you" image by grilling up antibiotic free beef. What high fructose corn syrup?
So, there are no craft colas that sub out high fructose corn syrup for organic cane sugar, no interesting shakes, and no Shake Shack (SHAK) like chicken sandwich developed with the help of well-known local chefs. And judging by the picture of the menu below, there isn't a burger available with strips of bacon -- the Tasty Made burger has something called "bacon sauce."
It appears that Ells -- which is classically trained chef -- decided to open a 1950s style McDonald's (MCD) in the year 2016, one with some natural ingredients but nothing to shake up a way more competitive burger game. Hey, what is better for a foodie to snap a picture of for use Instagram: a Tasty Made hamburger or Shake Shack SmokeShack that boasts cherry peppers and applewood smoked bacon.
All in all, pretty disappointing Mr. Ells (and some diners seem to agree looking at the tweets below).
Nevertheless, Ells keeping Tasty Made's menu extremely limited shouldn't come as a shocker.
