Chipotle Mexican Grill's
opened its first ShopHouse Southeast Asian Kitchen restaurant concept in Washington, D.C., on Thursday.
The Asian-style fast-casual restaurant gets its culinary inspiration from the cuisines of Thailand, Malaysia and Vietnam, Chipotle said in April when it unveiled its new concept. Chipotle's mission was to deliver customers a fast, fresh and affordable way to eat Southeast Asian foods -- all in the individually customizable delivery method Chipotle customers know and love.
"I have always believed that the Chipotle model would work well with a variety of different cuisines," founder, chairman and co-CEO Steve Ells said in April. "Chipotle's success is not necessarily about burritos and tacos, but rather about serving great, sustainably raised food that is delicious, affordable, and convenient."
ShopHouse opened Thursday in Washington's Dupont Circle neighborhood offering rice and noodle dishes, as well as Vietnamese style banh mi sandwhiches, at similar price points (under $10) to what customers would find at Chipotle.
ShopHouse will compete with Asian-style chains like
P.F. Chang's China Bistro
, which also operate the Pei Wei chain, as well as privately-held
Panda Restaurant Group
, operator of Panda Express stores often found in mall food courts, and
Pick Up Stix
Shares of Chipotle were lower by 0.1% at $315.53 in afternoon trading Thursday, but are up more than 48% year-to-date. P.F. Chang shares rose 1% to $29.12 in afternoon trading but remain down nearly 40% so far this year.
Written by Miriam Marcus Reimer in New York.
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