Chipotle details new Asian dining concept
April 13, 2011
by Meat&Poultry Staff
DENVER – Details have been provided for Chipotle Mexican Grill’s new restaurant concept – ShopHouse Southeast Asian Kitchen – slated to open this summer in Washington, DC. The concept is inspired by traditional shophouses found in Thailand, Malaysia and Vietnam.
Shophouses are two- or three-story buildings where families live upstairs and run restaurants or fresh markets on the ground level. The ShopHouse menu will pair the flavors of southeast Asia with fresh, sustainably raised ingredients; grilled and braised meats, fresh vegetables, aromatic herbs, spicy sauces and an array of garnishes.
Customers travel along a service line and customize their meal based on flavor preference and diet, in a format similar to the one that has become the hallmark of Chipotle’s success.
“I have always believed the Chipotle model would work well with a variety of different cuisines,” said Steve Ells, founder, chairman and co-CEO 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,” he added. “This cuisine gives us a great opportunity to prove the idea that the Chipotle model can work with other cuisines.”