Chipotle is about to learn whether you really can sell ice to Eskimos—or rather, burritos to Mexicans as it is the latest brand to try to open an America 'Mexican food' restaurant in Mexico. The American chain has inked a deal with ALSEA to launch in Mexico by 2026, hoping to follow the success of other ALSEA-backed ventures like Starbucks and Domino's.
But flogging American-style 'Mexican food' to actual Mexicans? That's a different kettle of fish entirely. Just ask Taco Bell, whose previous attempts crashed and burned spectacularly. Mexican diners weren't impressed by hard-shell tacos, yellow cheese and what many considered poor-quality, overpriced imitations of their beloved national cuisine.
