The long-awaited ShopHouse Southeast Asian Kitchen is scheduled to open in Los Angeles on Monday. This will be the second of three West Coast locations planned to open this year by parent company, Chipotle Mexican Grill.
The fast-casual ShopHouse aims to do for Southeast Asian cuisine what Chipotle did for Mexican food, and will incorporate a similar service model with guests walking the line to create their meal. The menu, however, will be entirely gluten- and dairy-free with choices of rice, rice noodles or salad with chicken satay, steak laab, pork, chicken, meatballs or tofu.
Steve Ells, founder, chairman and co-chief executive of Chipotle, argues that Chipotle’s success comes from “a unique system that combines our passion for using great ingredients, classic cooking methods, and an interactive service format that allows customers to pick and choose exactly what they want to eat.”
The Denver-based company first debuted ShopHouse in late 2011 in Washington, D.C., but spent more than a year tweaking the menu and concept.
Two other ShopHouse locations are scheduled to open in Georgetown and Santa Monica, Calif. in July. A third is planned for Los Angeles later this year in Westwood.
Company officials say the reaction to the brand so far has been positive. “We are very encouraged by what we are seeing,” said Tim Wildin, Chipotle’s director of concept development, who is a principle in the development of ShopHouse.