GirlHacker's Random Log

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Chipotle Goes Asian


The success of Chipotle is remarkable, especially in the recent economy. Fortune calls out a few of their key statistics: Their stock was in the $50 range three years ago and is now sitting in the $300s. Revenue nearly tripled since 2006 with the number of Chipotle locations doubling. Their margins are 25% to 26%. That’s great success for a “fast casual” restaurant with a seemingly small and basic menu. Those few main ingredients and garnishes can be combined into a large number of choices but I think most people stick to their favorite combos. So it’s not the variety that brings them back. The company is testing out a Asian restaurant called ShopHouse with a similar formula: chicken satay, meatballs, steak and tofu with Asian flavors over brown rice with a selection of accompaniments. DCIst has a snapshot of the menu. Alas for our food allergen avoiding family, ShopHouse serves peanuts. The reason we started patronizing Chipotle was their commendably clear allergen statement and a complete lack of nuts in the place.

Posted in food