Chipotle Mexican Grill Inc. has registered the name ShopHouse Southeast Asian Kitchen with the U.S. Patent and Trademark Office, leading an analyst to speculate what the chain has planned for its new fast-casual Asian concept.
Analyst Mark Kalinowski with Janney Capital Markets noted in a report Monday that the company registered the ShopHouse Southeast Asian Kitchen name Jan. 11, and that it was not clear whether other names are being considered.
“We believe that the ShopHouse Southeast Asian Kitchen name is under consideration by Chipotle for its new concept,” wrote Kalinowski. “The ‘Southeast Asian’ part of the name itself strongly hints that the new Asian restaurant will not limit itself to the cuisine of any one country.”
Chipotle said last fall that founder Steve Ells and a small team were 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.
Chipotle spokesman Chris Arnold said Monday the company would not disclose details about the new concept, including its name, menu or location, until closer to the opening.
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.”
He also included in the report a link to a possible logo, but Arnold said the logo was not associated with Chipotle's new Asian concept.
Denver-based Chipotle operated 1,084 restaurants at the end of fiscal 2010.
Contact Lisa Jennings at [email protected].
