ShopHouse Southeast Asian Kitchen opens in D.C., no one notices

(Shophousekitchen.com)

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!

Slow start at @ChipotleTweets launch of #ShopHouse Southeast Asian Kitchen. How many in line for 11am open? One guy. #dcless than a minute ago via Echofon Favorite Retweet Reply

Line forming at #shophouse for launch day @ ShopHouse South East Asian Kitchen http://t.co/Titc6RNqless than a minute ago via Instagram Favorite Retweet Reply

   
shophouse southeast asian kitchen
   
(Photo: Instagram/Mattemmi)

ShopHouse is on Twitter, too, but has tweeted only once.

 
shophouse southeast asian kitchen
   
(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."

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So now you know where my interests lie.

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