New Details on Chipotle’s Asian Restaurant Concept

Chipotle Mexican Grill (Denver) has unveiled additional details for its new restaurant concept slated to open this summer. The concept, called ShopHouse Southeast Asian Kitchen, is inspired by the traditional shophouses found throughout Thailand, Malaysia, and Vietnam, where families live on the upper floors and run restaurants or fresh markets on the ground level.

The first location is scheduled to open this summer in Washington, D.C.

Chipotle’s ShopHouse menu will feature the flavors of Southeast Asia using fresh, sustainably raised ingredients, including grilled and braised meats, a variety of vegetables, herbs, spicy sauces and an array of garnishes. Similar to its Mexican concept, customers will move along a service line and customize their meal according to flavor preference and diet.

“I have always believed that the Chipotle model would work well with a variety of different cuisines,” says 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.”