Move over, Pei Wei. The Asian fast-casual market's about to get a little more crowded. Chipotle Mexican Grill founder Steve Ells is developing an Asian fast-casual concept that he expects to debut in mid-2011.
According to a story in the Nation's Restaurant News trade publication, the company plan to stick with the Chipotle pricing and service format, as well as its "food with integrity" ingredients, which means many of the ingredients are locally grown or raised.
As of now, there's only one restaurant planned, and the company's not saying where it is (though a press spokesperson did tell me it's not in DFW, sniff).
We'll keep you posted.
