Chipotle Mexican Grill Inc. will try its luck in the country that inspired its cuisine.
The burrito chain plans to start opening outposts in Mexico next year in partnership with Alsea SAB, a restaurant operator that also runs brands such as Domino’s and Starbucks in Latin America.
The first location should open by early 2026, and the two parties will explore expanding into other markets in the region, Chipotle said Monday.
The California-based company is betting that the country’s familiarity with its ingredients make it an attractive growth market, said Nate Lawton, Chipotle’s chief business development officer.
While Chipotle’s carnitas, guacamole and other dishes may be inspired by Mexican cuisine, that doesn’t mean Mexicans will turn to the American chain over the real thing.
Competitor Taco Bell learned that lesson the hard way after Yum! Brands Inc.’s taco chain flopped in Mexico. Inauthentic names of menu items like the “Tacostada” failed to resonate with Mexicans, who tend to visit mom-and-pop taquerias and a handful of small chains. “It’s like bringing ice to the Arctic,” historian Carlos Monsivais told the Associated Press at the time.
Chipotle already operates more than 3,700 locations worldwide, including in Canada, the UK, France and Germany. It entered the Middle East with restaurants in Kuwait and the United Arab Emirates in partnership with the Alshaya Group.
This story was originally featured on Fortune.com
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