M STREET — Citing a desire to “completely overhaul” the image of ShopHouse, management of the chain unveiled a massive rebranding campaign in which the South Asian dining location will now be known as “Asian Chipotle.”

With sales lower than anticipated over a month and a half into the school year, the chain reportedly scrapped its free bowl day on Wednesday and decided to think outside of the box.

The new Shophouse logo.

Brad Clifton, manager of the storefront, told reporters that they came up with the idea in “about 30 to 35 seconds” and decided to roll with it.

With hopes of leeching off the massively popular Mexican create your own burrito, bowl, or salad place, Shophouse owners decided to move from copying on the production method of Chipotle to using its name as well.

When pressed on the matter, Chipotle CEO Steve Ells responded, “At first, we envisioned creating an entirely new and innovative food culture with ShopHouse that we thought would really catch on in the States – but then we realized that it was best to not do something different.”

With the use of an ultra-fine sharpie Clifton took 40 minutes on Tuesday to write over all Shophouse logos on the storefront and merchandise resulting in a 200% spike in sales on the first day.

At press time, a number of individuals were reportedly asking each other if they “had heard of that new Asian Chipotle place.”