Chipotle begins expansion into Mexico, Mexicans sceptical: ‘How ridiculous when gringos try to sell fake Mexican food to Mexicans’

Chipotle was founded by Steve Ells in 1993 in Denver, Colorado. Since then, it’s expanded into thousands of restaurants around the world, with its mission to deliver “fast casual” Mexican food at a reasonable price.

Over the course of their expansion, they’ve founded branches in Canada, the United Kingdom, France, Germany, Kuwait, the United Arab Emirates, and Qatar. But now they may be planning their boldest move yet, bringing Mexican food… to Mexico.

“Deep respect for the country’s culinary heritage”

Yup, Chipotle’s first branch in Mexico will open tomorrow in San Pedro Garza García, Nuevo León. Chipotle CEO Scott Boatwright said in a press release:

“We are entering Mexico with deep respect for the country’s culinary heritage and a commitment to delivering the Chipotle experience with excellence. Our research has reinforced our belief that there is strong interest in high-quality, freshly prepared food served with the customization and convenience that Chipotle offers.”

Christian Gurría, Chief Executive Officer of Alsea (who will be partnering with Chipotle on the Mexico branch), said:

“Bringing Chipotle to Mexico is an important step in our growth and portfolio diversification strategy. We are introducing an iconic brand with a differentiated value proposition that has resonated with millions of guests around the world, and we are confident it will be warmly welcomed by Mexican consumers.”

Judging by the reaction online to the announcement, Chipotle’s plans to sell an Americanized corporate version of Mexican food to Mexicans aren’t exactly going down well. Even the official Wendy’s account is skeptical, saying:

“Chipotle in Mexico is like Olive Garden in Italy”

There was also a reply from Aluxes, whose profile says they’re based in Mexico. They said (translated from Spanish):

“How ridiculous when gringos try to sell fake Mexican food to Mexicans. I guess the gentrifying parasites will be happy.”

And Adan summed it up:

“who getting chipotle when you in MEXICO?”

But hey, perhaps if this does happen, Mexicans can take advantage of Chipotle menu “hacks” like this Minnesota man who turned a $5 taco into a full meal by taking advantage of free toppings.

Some also pointed out that Taco Bell also tried to break into the Mexican market and failed. In 1992, they tried opening some locations in Mexico City, but they closed within two years. Tastingtable.com blamed higher prices than local taquerías and items like hard-shell tacos feeling unfamiliar or “Americanized” to locals.

Taco Bell tried again in 2007 in Monterrey (the same region Chipotle is targeting). This time, they attempted to position themselves as American-style fast food, focusing on menu items like nacho fries, French fries, and soft-serve ice cream. Once again it didn’t catch on, and by 2010 Taco Bell abandoned its plans and hasn’t tried since.

Incidentally, Taco Bell is not having a great week, as they’re reportedly being investigated by federal and state authorities over suspected links to the ongoing explosive diarrhea outbreak.

If Chipotle wants this expansion to be a success, they’ll have to count on Mexicans being willing to pay a premium for a standardized meal they can get much cheaper pretty much anywhere else.