Chipotle completely changed the menu at its burger joint as customers slam its attempt to start a new chain
- Chipotle's burger concept, Tasty Made, has rolled out an all-new menu by celebrity chef Richard Blais.
- Tasty Made opened last October as Chipotle struggled to win back customers after its E. coli scandal.
- The burger joint's reviews have been mixed over the past year.
Chipotle's burger concept is getting a makeover just one year after the restaurant opened its doors.
On Monday, Tasty Made unveiled an all-new menu created by celebrity chef Richard Blais, of "Top Chef" fame. The new menu comes only a little more than a year after Chipotle opened its first Tasty Made location in Lancaster, Ohio.
Reviews of Tasty Made have been mixed over the last year.
"We drove an hour to see what the hype was all about and quite honestly a Wendy's cheeseburger would have been better than a Tasty Made burger," reads a two-star Yelp review. "Chipotle is not prepared for the burger industry."
Another negative review reads: "It honestly just filled the empty void and was forgettable."
The original Tasty Made menu was - like Chipotle's - extremely minimalistic, with just burgers, fries, shakes, and sodas. The marketing was similar to other retro-inspired burger joints like Five Guys and In-N-Out.
The new menu is still relatively simple and focused on burgers, fries, and shakes. There's more of an emphasis on Blais' influence and "fry bar" sauces such as Curry Mustard and Tasty Made Burger Sauce.
"In deciding to work with Richard, the idea was to have him provide more leadership and oversight for Tasty Made, while keeping Steve Ells focused on Chipotle," spokesperson Chris Arnold told Business Insider. "The changes you're seeing are the product of Richard's work on Tasty Made."
Chipotle announced its partnership with Blais in September. Blais' other restaurants include Juniper & Ivy in San Diego, California, and a chicken concept called Crack Shack.
Last week, Chipotle announced that its founder, Steve Ells, is planning to step down as CEO as the chain struggles to recover from an E. coli scandal that began in 2015. Shares of the company are down more than 60% since peaking in August 2015.