ShopHouse Southeast Asian Kitchen, the Asian-inspired restaurant created by Chipotle Mexican Grill (NYSE: CMG), plans to open its first location in Los Angeles in early 2013. This will be the third ShopHouse location, with the first two restaurants in Washington DC.
“While building Chipotle remains our primary growth strategy, we’ve seen great interest in ShopHouse in Washington,” said Steve Ells, founder, chairman and co-CEO at Chipotle. “People are liking the flavors and textures of Southeast Asian food, and we think Los Angeles will be a great market for us.”
ShopHouse follows the same model as Chipotle, including its commitment to serving food made with better ingredients from more sustainable sources, classic cooking techniques, a unique and compelling restaurant design, a service model that allows guests to customize their meal, and an economic model that keeps it affordable and accessible.
Guests can choose from jasmine rice, brown rice, chilled rice noodles, or a salad, then add grilled chicken satay or steak laab, pork and chicken meatballs, or organic tofu, a choice of various fresh vegetables, green or spicy red curry sauce or a tamarind vinaigrette, green papaya slaw or pickled vegetables, and finish with an herb salad and toasted rice, crushed peanuts, or crispy garlic.
While not strictly traditional Southeast Asian fare, ShopHouse is an interpretation of cuisine from the region, and draws on traditional ingredients, flavors and cooking techniques of Thailand, Vietnam, Malaysia, and Singapore.
The first ShopHouse opened in Washington, DC, in September 2011 and a second location in Washington is under construction. The Los Angeles restaurant will be the third ShopHouse location.
posted by Tiffany Haslacker