In the months since it was first announced, there hasn't been a whole lot of information about Chipotle's new Asian concept aside from its name — ShopHouse Southeast Asian Kitchen — the fact that it will debut in DC and its call for employees. The store windows are papered over pretty thoroughly and even the clearly installed signage is covered. Well, now we learn that's all part of the corporate strategy. Fortune magazine takes a look at the forthcoming restaurant, which it says will open "within days" in a rollout that has been purposely designed to keep everyone guessing.
Chipotle founder Steve Ells "frets that all the talk about ShopHouse could become distracting" and so he's trying to keep it from seeming like a big deal by keeping mum on opening dates and other details. But the magazine did manage to get some tidbits on the menu, which includes "grilled steak with chili-jam marmalade, roast corn with scallions, Chinese broccoli, pickled vegetables — all served over brown rice, plus green papaya salad on the side." Seeing as how this could apparently open any minute now, as always, please do send any and all ShopHouse-related tips this way.
· Chipotle's growth machine [Fortune via WCP]
· Hiring Underway At ShopHouse, Chipotle's Asian Concept [-EDC-]