Chipotle Mexican Grill’s foray into Asian cuisine is prompting hopes among a new crop of restaurant chain entrepreneurs that American diners will soon embrace the Vietnamese bánh mì sandwich as the next burrito or taco.

Long before Chipotle’s ShopHouse Southeast Asian Kitchen opened in September in Washington, D.C., with bánh mì as a menu cornerstone, the West Coast bánh mì chain Lee Sandwiches had been expanding rapidly, with 43 units and climbing. In New York, the 2-year-old Baoguette chain has plans to open its fifth location in a few weeks.

Earlier this year, Bun Mee in San Francisco debuted with a modern, fast-casual take on the sandwich. And next week, BONMi is scheduled to open in Washington, just a few blocks from ShopHouse.

The bánh mì is a traditional baguette sandwich prepared with a variety of proteins combined with crisp marinated or pickled vegetables and sometimes pâté and creamy mayonnaise or aioli. The Vietnamese-style baguettes typically are made from a mixture of rice and wheat flour, which offers a crispy crust and tender texture.

Previously available only in Vietnamese mom-and-pop restaurants, the sandwich also has become a frequent offering on menus across all segments, from New York fine-dining chef David Chang, who is often credited with inspiring the bánh mì craze in 2009, to the Nom Nom food trucks in Los Angeles and San Francisco.

These burgeoning bánh mì concepts, however, focus almost exclusively on the sandwich, along with a few Asian sides and salads, as well as Vietnamese-style coffee and desserts.

Chain officials maintain it’s a concept that will appeal to a broad audience in cities across the United States — especially as most bánh mì sandwiches provide a filling meal for less than $10.

Read about four bánh mì chain concepts with national growth aspirations.