The restaurant industry has been buzzing for months about Chipotle‘s not-so-secret plans to develop an Asian-themed fast-casual concept.
This morning, the Denver-based chain sent out a press release with a few details about the first restaurant, which will open this summer in Washington, D.C.:
The concept, ShopHouse Southeast Asian Kitchen, is inspired by the traditional shophouses found throughout Thailand, Malaysia, and Vietnam. Shophouses are classical 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 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 the one that has become the hallmark of Chipotle’s success.
“I have always believed that 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,” said Ells. “This cuisine gives us a great opportunity to prove the idea that the Chipotle model can work with other cuisines.”
What’s particularly interesting are the references to “other cuisines.” Rumor has it Chipotle also is exploring a fast-casual Mediterranean concept.
