US burrito chain opening first outlet in Mexico
BBC • • general
Key Points:
- Chipotle Mexican Grill is opening its first restaurant in Mexico this week, marking a significant milestone as it tests its appeal in the country that inspired its menu.
- The new outlet in Nuevo León will serve as a proof-of-concept, with plans to expand further in Mexico, including Mexico City in 2027, through a partnership with Mexican operator Alsea.
- The announcement has received mixed reactions on social media, with some users mocking the move and questioning why Mexicans would choose Chipotle over their traditional cuisine.
- US chains have historically struggled to succeed in their cuisine's countries of origin, as seen with Taco Bell's exit from Mexico and Domino's Pizza withdrawing from Italy.
- Chipotle aims to open up to 370 new restaurants globally this year, including locations in Singapore and South Korea, using the Mexico launch as a potential test for broader international expansion.
