ShopHouse Southeast Asian Kitchen

Steve Ells, founder of one of  one of the most popular fast food chains in the US, Chipotle Mexican Grill, has launched his latest restaurant venture, Shophouse Southeast Asian Kitchen which resembles a urban fast food version of the good ol' Malaysian Economy Rice Stall. Recognizing the growing appeal of Asian flavors among the American public, Steve Ells is marketing green curry, satay, long beans, assam and rice noodles as a cheap and better alternative to the many other fast food joints across the nation. The reality is, he is bringing what has been a very unoriginal Malaysian idea to his country and cashing in on the quick food concept that Malaysians have known for decades.

Malaysian (and Southeast Asian) food really is a cash cow waiting to be slaughtered. No one can deny that our food tastes great and carry depth and complexity. The key to making it big with Malaysian food is to create a global brand, much like the way Airasia and Singapore Airlines make their presence felt in the airline industry. The current pockets of Malaysian restaurants that dot the globe will not make the same kind of impact a trendy, urban eatery like Shophouse will but it really doesn't take too much to take the concept Shophouse has started and make it succeed. Economy rice really is a Malaysian concept to begin with.

Similar concepts? No?

Is there a Malaysian CEO/Entrepreneur out there who will leverage on Malaysian cuisine to create an international brand out of our food?  I really think it's a low hanging fruit waiting to be taken. There is plenty of money to be made in taking our cuisine global. If a Malaysian doesn't take advantage of the opportunity, an American will cash in on our culinary heritage and it'll just be too bad for Malaysia. We cannot complain about economic dominance by the west if they are better at seeing potential in our ideas and lifestyles than we are.