US burrito giant Chipotle opening first outlet in Mexico
Image: BBC News
Chipotle Mexican Grill is set to open its first restaurant in Mexico this week, testing its appeal in the country that inspired its menu of burritos, tacos and bowls.
The chain, which runs more than 4,100 outlets worldwide, called the move a "significant milestone". The response on social media has been mixed, with many users mocking the decision to sell a corporate version of Mexican food to Mexicans.
"We are entering Mexico with deep respect for the country's culinary heritage," said boss Scott Boatwright, promising to deliver "the Chipotle experience with excellence". The first restaurant is in the north-eastern state of Nuevo Leon, near the Texas border, serving as an "important proof-of-concept".
The company plans to open more branches in the state and expand into Mexico City in 2027, working with local operator Alsea, which also runs Domino's Pizza, Starbucks and Chili's in Mexico. It aims to open up to 370 new restaurants globally this year, including sites in Singapore and South Korea.
US chains have often struggled in the countries that inspired their dishes. Taco Bell has twice failed to establish itself in Mexico and pulled out in 2010, while Domino's closed its last Italian outlets in 2022. Online commenters compared Chipotle's move to Pizza Hut opening in Naples.
Some suggested the chain could succeed as a "tourist novelty", while others saw it as a key test of Chipotle's global ambitions. Whether Mexican diners want a US take on their own cuisine remains the open question.