The restaurant chain Chipotle Mexican Grill Inc. plans to expand to Mexico next year in collaboration with Alsea SAB, the restaurant operator that manages brands like Domino's and Starbucks in Latin America. The first opening is scheduled for early 2026, and both companies will consider the possibility of expanding to other markets in the region.
Nate Lawton, Chipotle's director of business development, mentioned that the company is confident that Mexico's familiarity with its ingredients will make the country an attractive growing market. Although the chain is inspired by Mexican cuisine for its dishes like carnitas and guacamole, the preference of Mexicans for authentic food remains an important factor to consider.
The history of some American companies in Mexico, such as Taco Bell which failed to connect with Mexicans, serves as a lesson. This chain attempted to establish itself in the Middle East with little success. The experience highlighted the importance of understanding local preferences and adapting to them.
Chipotle, with over 3,700 locations worldwide, including Canada, the UK, France, and Germany, considers Mexico a strategic but challenging market. Previous franchises failed in the country due to a lack of connection to Mexican authenticity in their culinary offerings. Unauthentic names and lack of familiarity with local customers were some of the reasons behind these failures.
