Chipotle Mexican Grill opened its first restaurant in Mexico on Thursday in the upscale San Pedro Garza García neighborhood of Monterrey, Nuevo León, prompting a mix of excitement, skepticism, and anger among locals. The US chain, known for customizable burritos, tacos, and bowls, operates over 4,000 locations worldwide and announced the expansion as a significant milestone.
Social media reaction: Mockery and criticism
Many social media users expressed derision at the idea of a US chain selling Mexican food in Mexico. One user on X wrote, "Bold move selling Mexico a corporate version of Mexico." Another compared it to "Panda Express opening its first mainland China location." On Instagram, a user urged support for local businesses, saying, "The earnings of Chipotle will go to the USA, they won’t stay in Mexico." Another quipped, "It’s like the dog teaching a duck to fly!" A Facebook user commented, "Yummi mexican food made by gringos … said no one ever!"
Historical failures of US fast food in Mexico
Some predicted Chipotle would suffer the same fate as Taco Bell, which tried to launch in Mexico twice but closed all its restaurants by 2010. Taco Bell opened its first Monterrey outlet in 2007 with french fries on the menu. Local office worker Marco Fragoso told the Associated Press at the time, "They’re not tacos. They’re folded tostadas. They’re very ugly." Philosopher Carlos Monsiváis described the attempt as "like bringing ice to the Arctic."
Other US chains have struggled abroad: Starbucks had moderate success in Italy, opening its first outlet in a former post office in 2018, while Domino's Pizza closed all 29 Italian restaurants in 2022 after its local franchise filed for bankruptcy.
Local expert doubts Chipotle's prospects
Inés Carrasco, who writes the blog Cronicas de San Pedro, noted that while Chipotle might appeal to Tex-Mex fans due to Monterrey's proximity to the US, history suggests failure. "US franchises don’t succeed in Monterrey," Carrasco said. "Jack in the Box and who knows how many others have flopped in Nuevo León."
Chipotle's confidence and expansion plans
Despite skepticism, Chipotle's management expressed confidence. CEO Scott Boatwright said in a statement, "We are entering Mexico with deep respect for the country’s culinary heritage and a commitment to delivering the Chipotle experience with excellence." Chief business development officer Nate Lawson added, "This first location will serve as an important proof-of-concept, giving us the opportunity to better understand local consumer preferences."
Chipotle is partnering with Mexican restaurant operator Alsea to open more outlets in Nuevo León and expand to Mexico City next year. Alsea CEO Christian Guirría told Expansión, "We had been pursuing Chipotle for at least five or six years. I don’t know if we wore them down or won them over, but ultimately, we were very fortunate to secure the franchise."
Chipotle already operates in Canada, the UK, France, and Germany, and plans to enter South Korea this year and Singapore early next year.
