Buzz About ShopHouse, Chipotle's Asian Offshoot
ShopHouse Southeast Asian Kitchen, Chipotle's new Asian food play is open for business and the opinions are rolling in. Over at Business Insider, Mamta Badkar has rounded up some of the early reviews. Interesting that the chain chose nascent food city, Washington D.C. as the launch site. The failure of America's Next Great Restaurant, which was hosted by Chipotle's founder founder Steve Ells, and that of Jamawn Woods' resulting three prize restaurants, doesn't seem to be having much of an effect on the opinions of most customers who have visited the new Chipotle offshoot. According to Business Insider:
"The idea for ShopHouse, Chipotle's Asian restaurant spinoff, came to CEO Steve Ellis while he was visiting Thailand and Singapore last year. It culminated in its first restaurant at Dupont Circle in Washington D.C. Expectations that it could be another huge, national hit has helped Chipotle shares surge. For die-hard Chipotle fans thinking of making a trip to D.C. to try out the grub, we culled a few reviews from the 29 on Yelp. Some love it, some swear they'll never go back, most thought it was too spicy."