(Zero Hedge)—Chipotle Mexican Grill announced plans this week to enter the crowded Mexican market, partnering with local firm Alsea—which operates brands like Starbucks, Domino’s, and Burger King—to open restaurants by early 2026, a new report from FastCompany says.
But the question then arises whether fast food Mexican can cut it in the land of tacos and burritos…
FastCompany explored the idea that Americanized versions of local cuisines have struggled abroad. Domino’s failed to win over Italians, and Taco Bell’s two attempts to conquer Mexico flopped.
In fact, Taco Bell’s 1992 debut collapsed within two years, as crispy tacos were “an anomaly” and had to be rebranded as “tacostadas.”
As one critic put it, it was like “bringing ice to Antarctica.” Taco Bell tried again in 2007, emphasizing convenience over authenticity. “Foolish gringos,” a Monterrey food writer commented, and the brand withdrew once more.
Chipotle hasn’t directly addressed these failures but promises its offerings “will resonate with guests in Mexico,” according to chief business development officer Nate Lawton.
“The country’s familiarity with our ingredients and affinity for fresh food make it an attractive growth market for our company.” Alsea CEO Armando Torrado added that his company brings “vast knowledge of the Mexican consumer.”
Still, some experts question Chipotle’s authenticity, noting its burritos prioritize heft over variety. Its current bestseller—a honey chicken burrito—seems designed more for American tastes.
Yet Taco Bell now has over 8,000 global locations, including hundreds in Central and South America, proving success is still possible. And with global trade rules in flux and about half its avocados sourced from tariff-vulnerable Mexico, Chipotle’s push to diversify its customer base makes strategic sense.
Whether Mexican consumers will embrace its burritos remains to be seen, the report concludes.
