East meets fast

East meets fast

Asian brands tap into the potential of booming limited-service segment

News in February that Chipotle Mexican Grill had moved to patent the ShopHouse Southeast Asian Kitchen name fueled speculation that founder Steve Ells would make good on his intent to develop a fast-casual Asian concept by this summer.

Doubtless Ells’ success with Chipotle, now 1,100 units and still going strong, has convinced him the fast-casual segment is ripe for further growth, but why did he choose Asian? The company would not answer that question, but there’s no sho

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