Tuesday, February 15, 2011

Chipotle's New Fast-Casual Restaurant

NRN.com "Chipotle registers new brand name: ShopHouse Southeast Asian Kitchen"

"Chipotle Mexican Grill Inc. has registered the name ShopHouse Southeast Asian Kitchen with the U.S. Patent and Trademark Office"

"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."

"Kalinowski speculated in his report that the food and flavors of countries such as Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and others would “work well under the ShopHouse Asian Kitchen banner.”

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