DENVER – Chipotle Mexican Grill has its eye on entering the burger market, as it applied for a trademark for “Better Burger” this week, USA Today reports. “We have two non-Chipotle growth seeds open now?ShopHouse and Pizzeria Locale?and have noted before that the Chipotle model could be applied to a wide variety of foods,” said spokesman Chris Arnold. ShopHouse serves Southeast Asian food, while Pizzeria Locale specializes in wood-fired pizza.

While Chipotle hasn’t revealed exactly what it’s thinking in terms of burgers, Americans’ love of ground beef patties has yet to wane. U.S. burger joints raked in $73 billion in sales in 2014, according to CHD Expert.

Chipotle has struggled to recover from a disastrous year of E.coli outbreaks and other food-safety issues. It had its worst fourth-quarter ever with net income down 44% year-over-year. The former darling of fast-causal restaurants rose to popularity based on its focus on organic produce and naturally (and at times locally) raised meat. But last year’s foodborne illness outbreak, followed by a norovirus outbreak linked to a restaurant, resulted in store closures and a revamping of the chain’s food-safety procedures. The U.S. Centers for Disease Control and Prevention launched an investigation into the E.coli incidents, which ended in February.