People stroll previous a Chipotle retailer in New York City. The quick informal restaurant recognized for its burritos and bowls is suing Sweetgreen over alleged trademark infringement.

Michael M. Santiago/Getty Images

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Michael M. Santiago/Getty Images

People stroll previous a Chipotle retailer in New York City. The quick informal restaurant recognized for its burritos and bowls is suing Sweetgreen over alleged trademark infringement.

Michael M. Santiago/Getty Images

Chipotle Mexican Grill, Inc. is taking its fellow quick informal chain Sweetgreen to federal courtroom over the salad franchise’s new “Chipotle Chicken Burrito Bowl.”

Chipotle mentioned in its grievance, filed Tuesday, that Sweetgreen’s new menu merchandise constitutes trademark infringement, trademark dilution and misleading commerce follow. The burrito chain additionally argues that Sweetgreen makes an attempt to revenue off Chipotle’s near-identical, instantly aggressive and well-known product.

Sweetgreen mentioned in a press release to NPR that it is conscious of the lawsuit, however that it would not touch upon pending litigation.

The salad chain launched its new menu item in late March as a part of the corporate’s enlargement past inexperienced salads and heat grain bowls.

Chipotle mentioned in its lawsuit that “bold chipotle spices” had nothing to do with the inspiration behind the product, as Sweetgreen claimed in a press launch.

Among Chipotle’s complaints are that Sweetgreen’s menu merchandise options comparable elements to its personal, and that Sweetgreen makes “prominent use “of the well-known Chipotle trademark in numerous advertising channels, in addition to a font “near identical to Chipotle’s stylized logo.” The lawsuit additionally claims Sweetgreen’s commercials function “a background that is nearly identical to Chipotle’s trademarked” Adobo Red coloration — all with the aim of making a false affiliation with Chipotle.

Social media accounts related to Sweetgreen appeared to acknowledge prospects’ shut affiliation between the 2 corporations. In response to a touch upon Instagram saying “Chipotle who?!” to Sweetgreen’s announcement of the new menu item, the restaurant mentioned, “you said it, not us,” and included an emoji meant to point “zipped lips,” the lawsuit alleges.

Laurie Schalow, Chipotle’s chief company affairs officer, advised NPR the corporate is “committed to protecting our valuable trademarks and intellectual property. Consistent with that, we will take appropriate actions whenever necessary to protect our rights and our brand.”