Soon, the most Mexican thing about Chipotle Mexican Grill won’t be its name: In its latest push for international growth, America’s favorite fast-casual burrito chain is planning to open its first location in Mexico by early 2026, the company announced yesterday.
More Latin American locations could follow, Chipotle suggested. The company signed a development deal with Alsea, which also operates locations in Latin America and Europe for chains including Starbucks, Domino’s, and Burger King.
Good luck, Chipotle. Yum Brands tried and failed twice to launch Taco Bell in Mexico, which the late Mexican writer Carlos Monsivais told the Associated Press was “like bringing ice to the Arctic.”
- Mom-and-pop taquerias and small chains offering fresh, cheap food are omnipresent in Mexico, so pricier, copycat cuisine is about as desirable as hot sauce in your eye.
- Chipotle is betting it’ll have a different fate thanks to its fresher and more authentic menu items (e.g., barbacoa) compared to Taco Bell, but Mexicans’ “familiarity with [Chipotle’s] ingredients does not necessarily predict success,” a senior analyst at Activner said.
Zoom out: Chipotle is in global expansion mode, and it’s planning to open 300+ new locations this year in the US and Canada. The chain is outperforming a broader restaurant slowdown and has pledged to keep its guac the same price amid tariffs. Tomorrow’s earnings report may shed light on whether it can keep that promise.—ML