What's in a Name? New Chipotle Asian Chain May Be Called ShopHouse

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A jumbo banh mi, perhaps?
Chipotle's forthcoming Asian fast-food chain just might have been christened. The Wall Street Journal is reporting that the chain filed a U.S. federal trademark registration for the name ShopHouse Southeast Asian Kitchen last month.

Analysts are already surmising that the "Southeast Asian" part of the name is a hint as to what the menu will feature. The ShopHouse part refers to the retail buildings in Southeast Asian cities that often house eateries on the ground floor and homes upstairs. So, it sounds like we should expect Thai, Vietnamese, and Singaporean influences, maybe with a little Southern Chinese thrown in. In other words, Korean tacos might have no home here.


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