Chipotle planning Asian restaurant concept
April 13, 2011
by Eric Schroeder
DENVER — Chipotle Mexican Grill said it will open a new Asian restaurant concept this summer. The concept, ShopHouse Southeast Asian Kitchen, is inspired by the traditional shophouses found throughout Thailand, Malaysia and Vietnam.
According to Chipotle, the ShopHouse menu will pair the bold and complex flavors of southeast Asia with fresh, sustainably raised ingredients; grilled and braised meats, a variety of fresh vegetables, aromatic herbs, spicy sauces, and an array of garnishes. Customers will move along a service line and customize their meal according to flavor preference and diet, in a format similar to that used at Chipotle restaurants.
“I have always believed that the Chipotle model would work well with a variety of different cuisines,” said Steve Ells, founder, chairman and co-chief executive officer of Chipotle. “Chipotle’s success is not necessarily about burritos and tacos, but rather about serving great, sustainably raised food that is delicious, affordable, and convenient.
“Anyone who has traveled throughout Southeast Asia can tell you that food there is served very fast — it’s also full of flavor, nutritious, and affordable. This cuisine gives us a great opportunity to prove the idea that the Chipotle model can work with other cuisines.”
ShopHouse Southeast Asian Kitchen is scheduled to open this summer in Washington, D.C.