Why it's time to get excited about Chipotle's Asian concept restaurant
ShopHouse/Facebook
ShopHouse Southeast Asian Kitchen will open its first two locations in the city on November 13 and December 8, reports Chicagoist.
ShopHouse uses a Chipotle-inspired model of mix-and-matching a standardized formula, but with a Vietnamese and Thai twist. Instead of asking for a burrito, bowl, salad or tacos, at ShopHouse customers choose from jasmine or brown rice, chilled rice noodles, or salad. Then, Chipotle-style, they add meats such as chilled chicken satay and grilled steak laab, vegetables, sauces, garnishes, and toppings.
Chicago will be the third city with a ShopHouse presence. The chain currently has 11 locations in Washington, DC, and Los Angeles.
"When we open up a new restaurant, it behaves a lot like Chipotle 12 years, 15 years ago, when we went into a new market where it's an unfamiliar brand. It takes a while for customers to figure out what ShopHouse is," Chipotle's CFO John Hartung said in the company's third quarter earnings call earlier in October. "We're seeing some very strong comps in the markets that we've opened."
Customers seem to be responding pretty positively to the brand so far online. In both Los Angeles and Washington, D.C., Yelp reviewers tend to rate the restaurants an average of 3.5 stars.
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