Mexican Giant Chipotle Looks to Spice up the Asian Market

Published on Tuesday, November 09, 2010

Written by The Editors

Looking to replicate a business model that established the chain as a mainstay in the Mexican restaurant market, Chipotle announced that it is developing an Asian concept. Led by company founder, chairman and co-CEO Steve Ells, a small team from Chipotle is working on developing this Asian-inspired restaurant and the company hopes to have its first location open in 2011.

“Since opening the first Chipotle some 17 years ago, I have often thought about how other types of food might fit the Chipotle model,” Ells said in a company release. “But my focus has always remained on perfecting and growing the Chipotle brand. “Our success comes from finding the very best sustainably raised ingredients, prepared and cooked using classical methods in front of the customer, and served in an interactive format by special people dedicated to providing a great dining experience. This Asian restaurant is just an opportunity to see how our model works when we use different ingredients and a different style of food. This restaurant will allow us to take a look at that.”