It seems like all kinds of food have been tried at restaurants that are in some ways copying the Chipotle model.
This is partly because “It’s the Chipotle of XXX food” is an understandable line. People like the idea of fast-casual restaurants that offer total customization.
Related: Another fast food chain loses locations in Chapter 11 bankruptcy
One of the most appealing parts of the Chipotle experience is that each customer can customize their burrito, taco or bowl. If you hate guacamole or want more, it's pretty easy to do so given the chain's model.
The problem for new chains using a similar fast-casual, made-to-order model is that not all types of food are equally popular. In areas like Chinese food and pizza, it's difficult to launch new concepts because the space is so crowded.
In other kitchens, the new restaurant not only has to sell customers on both its model and its menu. It's easy for people to order from Chipotle because most Americans are very familiar with basic Mexican fast food.
When it comes to less established cuisines, there is an educational aspect that must exist alongside the basic marketing of getting people to eat at an unfamiliar restaurant.
That's at least part of the problem for one fast-food chain that has been closing restaurants and has now filed for Chapter 11 bankruptcy.
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Americans have to accept the menu
Most Americans are fairly familiar with the typical menus at Chinese, Italian, Mexican and perhaps Japanese restaurants. When it comes to Thai food, Vietnamese cuisine, German restaurants and other international cuisines, familiarity is less.
Many international dishes are known in some parts of the country but not in others. You might love Vietnamese pho (a rice noodle soup dish) or Pad Thai (a staple Thai noodle dish), but if you don't know what they are, you might not order them.
Lack of familiarity also makes it harder to order at a restaurant that offers customization. If you don't know the dish, it's hard to know whether you want to add hot spices or a sprinkle of bean sprouts.
Many Americans only have a broad understanding of Mediterranean cuisine. That means Roti, a chain that serves a classic Mediterranean menu in a fast-casual setting, had to work hard to grow its audience.
“Our story begins with spices. Roti has forged a modern connection with the original spice route, one of the most historic destinations in the world. The result is a vibrant menu with an exciting taste of the Eastern Mediterranean. The subtle aroma of saffron, the zest of za'atar, the nutty flavor of cumin, the earthy taste of turmeric and many more come together to make every bite a unique and delicious experience,” the company shared on its website.
Roti files for Chapter 11 bankruptcy
Roti has been closing restaurants in recent years. It has been reduced to 20 locations, about half of what it had before the Covid pandemic.
The company has now filed for Chapter 11 bankruptcy.
“The Chicago-based chain said it plans to use the Chapter 11 process to find new investors or a buyer while it reorganizes its finances. The company said it hopes to ensure its locations in Chicago, Minneapolis and Washington, D.C., remain open.” Restaurant Business reported.
Roti plans to use the Chapter 11 bankruptcy filing (which has not appeared on any of the websites that share bankruptcy filings as of the morning of August 26) to negotiate with his landlords to reduce rents.
While the chain has struggled in recent years, there was no indication it planned to file for Chapter 11 bankruptcy. The company has not shared a formal plan but did release a statement.
More bankruptcies:
- Home Depot rival in trouble files for Chapter 11 bankruptcy
- Popular Italian restaurant chain files for Chapter 11 bankruptcy
- Another struggling transportation company files for Chapter 11 bankruptcy
“Our vision of creating happier, healthier, tastier lives is realized by providing our guests with exceptional dining experiences, even in the face of current obstacles,” CEO Justin Seamonds said in a statement. “After careful consideration, filing for bankruptcy protection was the best way to address our challenges.”
