Chipotle registers new brand name: ShopHouse Southeast Asian Kitchen

[Renew Deal]

Chipotle Mexican Grill Inc. has registered the name ShopHouse Southeast Asian Kitchen with the U.S. Patent and Trademark Office, leading an analyst to speculate what the chain has planned for its new fast-casual Asian concept.

Analyst Mark Kalinowski with Janney Capital Markets noted in a report Monday that the company registered the ShopHouse Southeast Asian Kitchen name Jan. 11, and that it was not clear whether other names are being considered.

“We believe that the ShopHouse Southeast Asian Kitchen name is under consideration by Chipotle for its new concept,” wrote Kalinowski. “The ‘Southeast Asian’ part of the name itself strongly hints that the new Asian restaurant will not limit itself to the cuisine of any one country.”

Chipotle said last fall that founder Steve Ells and a small team were developing an Asian fast-casual concept expected to debut this summer. The company has since provided few details about the project, saying only that it would be similar in pricing and service format to Chipotle, and would follow the chain’s “Food with Integrity” philosophy of using hormone-free meats, locally grown produce and organic ingredients where possible.
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http://www.nrn.com/article/chipotle-registers-shophouse-southeast-asian-kitchen-name

[KamaAina]

1. Will they also be hiring undocumented immigrants?

:eyes:

[femmocrat]

2. ShopHouse? Really?

It sounds like "slop house". ugh

[flying rabbit]

3. Ha

that's what I read it as. Bad idea IMHO.

[Renew Deal]

4. Could be quite a meal

:rofl:

[hobbit709]

5. Sounds like another place to avoid.

I ate at a Chipotle once-I was not impressed. Of course here in South Austin I've got a dozen hole in the wall Mexican restaurants within 5 minutes of my house. And several decent Asian restaurants too. My theory is if you don't see any ethnics eating in an ethnic restaurant-avoid it. And I especially avoid ethnic style restaurants that have been yuppified and Americanized to tone down their food.

I had the waiter in a little Thai place look at me in amazement when I asked for more peppers.