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Chipotle Goes East With Asian Restaurants

Chipotle Mexican Grill has attracted legions of die-hard fans who are drawn to the chain's feel-good mantra of "food with integrity," but will those fans follow that vision to the Far East?

As Nation's Restaurant News reports, Chipotle founder Steve Ells is developing an Asian-inspired "fast-casual" restaurant concept that will likely share his original chain's vision of fast food made with a preference for organic, locally grown produce and naturally raised meat.

Ells clearly believes that the model he developed with Chipotle can find success with other types of fare. As he said in a statement published in NRN: "Chipotle is not successful because we serve burritos and tacos. Our success comes from finding the very best sustainably raised ingredients, prepared and cooked using classical methods in front of the customer...[W]hile our Chipotle restaurants will, of course, remain our primary focus, we are also excited to see how this format works with other cuisines."

Beyond that, though, the company is keeping pretty tight-lipped about what this Chipotle-meets-Asia concept might look like, only saying that they expect to open their first incarnation of it in mid-2011.

No doubt, for the army of Michael Pollan groupies out there for whom Chipotle offers one of the few acceptable alternatives to fast food, the news that they soon might have more than just burritos and tacos to choose from will be only slightly less thrilling than, say, learning to smoke their own locally raised bacon.

Filed Under: Fast Food, News, Chain Stores / Restaurants
Tags: asian cuisine, chipotle, fast food restaurants

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Reader comments (Page 1 of 2)

Numb

11-04-2010 @4:39PM Numb said... There already *is* a major "fast-casual" Asian food chain... Pei Wei. Obviously the difference will be in Chipotle's dedication to quality ethics... But let's not act like "fast-casual" Asian is some grand idea, or even much of a risk. Last time I checked, Pei Wei was doing incredibly well.
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RJ

11-04-2010 @8:12PM RJ said... I think Asian Chipotle would blow Pei Wei out of the water. Chipotle doesn't do well because of "local", "organic". "sustainable" fare...it is because they serve consistent, quality fare at a reasonable price very quickly and with a smile! :-)

kevin

11-06-2010 @8:06AM kevin said... Afterall, didn't the asians invent the folded paper take-out box.

Bobbie

11-06-2010 @11:18AM Bobbie said... Hum...let's see, I've never even heard of Pei Wei...but I defiantly know what Chipotle is! And considering that McDonalds has not only heard of Chipotle, they bought it, I really think this guy is on to something. High quality food at a reasonable price...I'll be there!

Kim

11-09-2010 @4:19PM Kim said... Yeah, I'd never heard of Pei Wei until you just mentioned it. I looked it up and there are entire regions of the country that don't have it, so I wouldn't say it even comes close to comparing with Chipotle in terms of scope. It seems there are 136 Pei Wei locations and 1000 Chipotle locations. Again, not even close to the same.

National Advocacy for ADA Compliant Businesses

11-06-2010 @7:52AM National Advocacy for ADA Compliant Businesses said... Chipotle recently agreed to change all their restaurants to be ADA compliant after losing a discrimination case with the US Dept of Justice for their counters being to hich for use by those in wheel chairs. They sure haven't complied in the state of Indiana. Id Chipotle continues to discriminate against disabled soldiers and others, I say, boycott them. The truth is out there for those who really care.
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Drache

11-09-2010 @10:45AM Drache said... I am sorry but you guys need to get a clue as to what a reasonable accomidation to do the job desired would be. These resturants are setup as quick serivce facilities. They cook the food right in front of you bouncing back and forth and send you on your way. A person in a wheel chair can not be expected to keep up in this environment even with accomidations. You might say whats another 30 seconds to a minute per person. Lets use that to compare that to a lunch rush of 50+ people. That becomes an extra 25-50 minutes for the last person in line to even get to order. Years ago when I worked in a fast food resturant lunch rushes of 150-200 people was not uncommon. You simply can not accomidate everyone for every job. If I am doing a job I want an area condusive to me doing the job in the best possible manner...not one that makes me stoop and hurt my back for someone that MIGHT get a job here. If the job is one that they can do reasonably well with accomidations such as maybe a cashier sure make it happen. Expecting a company to accomidate someone in a wheel chair in a high impact enviroment kitchen is unreasonable.

Don Oberloh

11-06-2010 @8:01AM Don Oberloh said... Gee. lets see. Even the photo of the Chipotle rest. shows clear violations of the American with Disabilties Act.

The law is set up so that people have to sue in federal court to make companies comply. If it were your grandmother or a returning soldier who left a part of them behind so that we can be typing here. When will Americans stand up and demand businesses stop discriminating. Its illegal and immoral. Chipotle is one of the bad companies who dont even do what they agree to in a court of law. Look it up, facts are facts.
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Kim

11-09-2010 @4:19PM Kim said... What violations are shown in the photo?

Lobowolf

11-06-2010 @9:26AM Lobowolf said... I quit going to Chipolte's when they started reducing the meat on the tacos. It got to a point where you have to take three bites to get a taste of the meat. Nuff said.
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Hilda Stephens

11-06-2010 @1:56PM Hilda Stephens said... I know what you are saying. Some servers give more meat than others. They will give you more if you ask for more meat, beans rice etc. If you are a big eater you can order double meat for a dollar and change.

Jorge

11-06-2010 @9:32AM Jorge said... can't wait!! i love chipotle because of its high quality food. I'm glad there is finally going to be an asian place with the same high quality food since most asian places out there use the cheapest and lowest quality ingredients available.
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lisa

11-06-2010 @10:08AM lisa said... I've only been to one Chipotle franchise. The food was decent, the prices were okay, the place was clean, but I won't be going back. Why? The place was just too noisy. While I expected a lot of noise during the lunchtime rush, the second time I went there were only five other diners in the place and it was just as noisy. And no, those other diners weren't shouting. It's how the restaurant was built. I don't know if other restaurants are built the same way, but I'm not inclined to find out.

There are other fast food Chinese options: Panda Diner, Pei Wei and Pick Up Stix. I don't like any of them, and I doubt I'd like Chipotle's new line. I like authentic Chinese food, not Americanized Chinese food. They just aren't the same.
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thegrrrr8est

11-06-2010 @11:31AM thegrrrr8est said... I so agree! Other horrible offenders of nothing but noise pollution with their piped in "music" that you can't hear: California Pizza Kitchen, Pure Taqueria, Cheesecake Factory. Their music only adds to the din of noise...and makes for an incredibly stress filled dining experience.

laontour06

11-06-2010 @11:24AM laontour06 said... Love Chipolte and can't wait for a really GOOD Asian FF place. As for the ADA issues... I have no clue with the idiot was talking about with regards to the above photo... that's A RAMP DUMMY !!!
I have never seen them discriminate against a soldier. What the heck are you talking about?
All you left wing idiots who think the world has to bend over for you need to get a life. Sorry but I don't want my drink machines 3 ft off the floor where every snot nosed kid can lick them nor do I want a counter so low kids can slobber all over it. I agree the counter is high in some places but in Ohio they are low enough to see what they are making and how it is done and they are VERY clean. Love the Burrito Bowl !!!!
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b p

11-06-2010 @10:29AM b p said... Hopefully they will start a doctors office after you eat at these places you can get your stomach pumped.
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thegrrrr8est

11-06-2010 @11:32AM thegrrrr8est said... What the hell are you ranting about?
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blah blah blah

11-06-2010 @12:50PM blah blah blah said... What is a CCW sign?
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lea

11-06-2010 @12:52PM lea said... yeah that happened in Canal St, NYC PfChang!
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linda

11-06-2010 @1:16PM linda said... been to chipolte 2 times won't go back...we have hot head burrito..puts them to shame in quality , price , choices
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25 Comments / 2 Pages

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