Marketing Currents - Business and Marketing Current Events

Sweetgreen renames menu item after Chipotle sues for trademark infringement

Sweetgreen said Thursday it has renamed its newest menu item as part of a tentative agreement with Chipotle Mexican Grill to resolve a lawsuit brought by the burrito chain.

Click here to read the story at cnbc.com.

Discussion Questions:

  1. What is a brand?
  2. What is branding?
  3. What is a trademark?
  4. Why are trademarks important to a business or brand?
  5. How can they protect a brand?
  6. Why did Chipotle sue Sweetgreen?
  7. What is trademark infringement?
  8. What was the issue in question?
  9. Why do you think Sweetgreen chose to rename the menu item?
  10. Why do you think they named the menu item in that way in the first place?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.