ShopHouse Southeast Asian Kitchen opens in D.C., no one notices
You've heard it from everybody already: ShopHouse Southeast Asian Kitchen, a Chipotle spinoff, opened its first location today in Dupont Circle. Despite the burst of news surrounding the launch, it seems Chipotle founder Steve Ells' plan to minimize hype is working: There were, depending on whom you trust on Twitter, only one or two people waiting in line shortly before the doors opened at 11 a.m. No Shack Shake, this!
- (Photo: Instagram/Mattemmi)
ShopHouse is on Twitter, too, but has tweeted only once.
Chop chop. - Joe http://t.co/k7RIH313
- (Photo: Twitpic/ShopHouseTweets)
Their site, meanwhile, is located not at Shophouse.com, which is owned by a puzzles-and-games company in Thailand, but rather Shophousekitchen.com, a skeletal file directory that clearly wasn't meant to be seen by the public. A Forbes profile first revealed the URL, then Eater poked around the site but focused on the pretty pictures and menu. I was drawn instead to videos of dancers in animal costumes, Ells speaking over a rooster's crowing, and this D.C. montage; and to travel photos of hand-fed roosters, Ells wearing an apron, and a sign reading "Super Pussy."
So now you know where my interests lie.
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