New York City -- Chipotle Mexican Grill founder, chairman and co-CEO Steve Ells is developing an Asian fast-casual concept that he expects to debut in mid-2011, according to Nation’s Restaurant News.
The new concept will be similar in pricing to Chipotle, the report said.
Ells said in a statement, “Since opening the first Chipotle some 17 years ago, I have often thought about how other types of food might fit the Chipotle model.”
“Chipotle is not successful because we serve burritos and tacos,” he added. “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. And while our Chipotle restaurants will, of course, remain our primary focus, we are also excited to see how this format works with other cuisines.”