Chipotle Is Entering the Land of the Taco. Will Mexicans Bite?
The company will charge 15% to 20% less than U.S. prices and plans more openings in Mexico City in 2027.
- On Thursday, California-based Chipotle will open its first Mexican location in Monterrey, partnering with Alsea, a leading Latin American restaurant operator, to introduce customizable burritos and bowls south of the border.
- Monterrey was selected as the entry point because residents are highly familiar with American restaurants and the area hosts a sizable population of American telecommuters, making it receptive to the chain's expansion.
- At the new location, menu prices will be 15% to 20% below U.S. levels, as Chipotle stressed that "real ingredients, fresh preparation and customization" will appeal to local consumers.
- The chain faces an "uphill climb" against Mexico's 80% independent restaurant sector, according to Bchara Zúñiga, a foodservice and retail advisor for GlobalData, though he believes Mexicans will not feel threatened as they did with Taco Bell.
- Analyst Sharon Zackfia with William Blair compared the move to Starbucks' 1998 expansion into Europe, suggesting Chipotle offers a "novelty to the Mexican market" that differs from Taco Bell's failed ventures.
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Tulsa World
Chipotle is entering the land of the taco. Will Mexicans bite?
Chipotle has launched its first restaurant in Mexico, opening in Monterrey’s affluent San Pedro Garza Garcia area, marking its entry into the country known for authentic tacos and a vast taqueria culture. The chain plans rapid expansion with six to eight new locations in Monterrey before entering Mexico City.
Chipotle, the US fast food chain, opens its first restaurant in Mexico this week
Despite its Mexico theme, Chipotle has never ventured south of the border, where its rival Taco Bell has tried and failed. But its Monterrey-area restaurant opens this Thursday, with a Mexico City Chipotle planned for 2027. The post Chipotle, the US fast food chain, opens its first restaurant in Mexico this week appeared first on Mexico News Daily
Chipotle Is trying to take over Mexico through its softest border town
Dominos was “an affront to Italian culture, bastardizing pizza beyond belief,” Jeffrey Pilcher told Fortune about Domino’s, but not Chipotle in Mexico. “I don't think that's quite the same thing.”
The burrito bowl arrives in Mexico. That’s right: Chipotle will take its Mexican-inspired menu south of the U.S. border. The California-based fast food chain announced this week that its first Mexican local will open Thursday in Monterrey, in the northeast of the country. The opening of a Chipotle restaurant in Monterrey was a “significant milestone,” said Chipotle, who “presents to diners in Mexico the menu of the burritos, bowls, salads, tacos…
Chipotle to open its first restaurant in Mexico this week
Chipotle will soon bring its customizable burritos and tacos to the country that inspired its menu. The chain announced Monday that it will open its first restaurant in Mexico on Thursday in San Pedro Garza García, Nuevo León, through a partnership with Alsea, a major restaurant operator in Latin America and Europe. “We are entering [...]
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