Last week, we were struck by the surprising news that Chipotle will open its first restaurant in Mexico in 2026. Social media was immediately flooded with a wide range of reactions, including:
- “Isn’t Chipotle originally Mexican?”
- “It will fail as Taco Bell did.”
- “This is my highest point for 2025.”
- “The simple fact of thinking about it gave me diarrhea.”
Chipotle Mexican Grill wants to bring back his Gringos Burritos to his ancestral land $ Cmg
“The decision caused jokes on social networks, comparing it to the opening of an Express Panda in Beijing.”https://t.co/jemuk8cj1r
– Nathan Crooks (@nmcrooks) April 25, 2025
For a day, Chipotle sparked strong nationalist feelings among many of my Mexican compatriots. It has been a while since I felt enthusiastic about the idea of engaging in online debates – okay, they generally end with arguments – but this time, I wanted to find a peaceful common ground in the war of comments and channel my inner gandhi, pleading for peace by presenting several points, which I describe below:
Chipotle is Tex-Mex, not Mex
If you read this article, it is likely that your knowledge and your love for Mexico both exceed that of certain Mexicans. You understand that, like any country, Mexico cuisine is incredibly diverse. We, the MND food writers, work with diligence each week to explain that Mexican gastronomy is a rich mosaic, not only tacos with salsa.
Chipotle is Tex-Mex, which is only a facet of this aforementioned mosaic. Tex-Mex Cuisine has a fascinating and unique history that reflects the rich cultural mixture along the border of the United States. It combines elements such as meat, beans, tortillas and peppers with sweet corn, flour, yellow cheese and high quality Texan beef.
Tex-Mex is not a bad imitation of Mexican cuisine; It is rather a distinct mixture of flavors and traditions.
That said, the chain refers to itself as “rapid relaxed” because it uses fresh and organic ingredients instead of frozen foods. But it is not Pujol, Quintonil, Rosetta or any other restaurant of Michelin guide. Its objective is not to provide a sublime emotional experience with each bite or to give a touch to our ancestral recipes; It aims to offer tasty food at a fair price.
Chipotle is not your neighborhood Fonda /tacos
I can say with confidence that Chipotle is not intended to “compete” with tacos stands or our affectionate local affectionaters. I see ALSEA, Thipotle’s recovery operator in MexicoConsidering opening its branches inside a shopping center or a shopping center, alongside other fast food restaurants, to compete with brands like Subway, Panda Express, KFC or McDonald’s.
Alsea, Paso sin huarache
This sentence can be translated by “Alsea does not take a step without sandal”. It perfectly captures the essence of meticulous planning.
Alsea is the largest restaurant and coffee operator in Latin America and Europe. In 2023, he operated a total of 4,622 locations worldwide, with 2,313 of those in Mexico. These include 820 Starbucks, 798 Domino’s Pizzas and 425 Burger Kings across Mexico. These impressive figures bear witness to their in -depth understanding of the Mexican market and their ability to adapt foreign brands.
Years ago, I became curious to know what it would take to buy a Starbucks franchise. Before, like a kind of Richie Rich, you invest millions to install a Starbucks in your kitchen, it turns out that you must first conduct a market study to make sure that the investment is not risky. Surprisingly, my cuisine did not succeed in this study.
So, I have no evidence, but I have no doubt that many research has made the decision to bring the first Chipotle restaurant to Mexico. For this reason, I find it hard to believe that it will fail as Taco Bell did.
Will it be a huge success?
I believe that there will be long lines of people waiting for hours in the first weeks, but once the initial excitement has ended, Chipotle will settle in a constant flow of regular customers, similar to what happened with Shake Shack.
To achieve this, they will probably adjust the Mexican market prices and incorporate seasonal local variations into the menu. For example, Starbucks sells Rosca de Reyes Pastria during the Christmas season.
They will also be – in order to ensure early success – very strategic in cities, and even in the exact streets, they select for their first restaurant. Their marketing efforts will be impeccable.
Will Mexican customers love it?
I guess not. I think that many comments on social networks have valid points: even in the “quick relaxed” sector, we already have a rich, more reliable and more affordable set of catering options.
Even with inevitable prices adjustments, I cannot imagine that the average Mexican is happy to pay 150 pesos for a baby size burrito or 200 pesos for a burrito bowl, especially when they can get a full meal – including a starter, a soup, an entry, a dessert and drinks – in local places for 150 pesos (CDMX price).
And remember to buy a large chipotle quesadilla for around 100 pesos when a street seller offers it for only 40.
I suppose that, for Mexicans, eating in chipotle will be more I prefer that to nothing (I prefer that to nothing) Reaction rather than a real desire for a chipotle menu.
Personally speaking
Let me clarify that I like food – if the stones were edible, I would eat them. I find the joy of eating – almost – anything: street tacos, mcdonald’s, menu at a fixed price of fondeta, gastronomy, a simple apple.
However, from the few times I ate in Chipotle, I don’t remember that it was an experience that changed life or a place where I dreamed of coming back in case of hunger during a shopping trip to San Antonio. I don’t imagine getting ready for a carnitas bowl.
But that said, I will try it here just to prove my theory that he will have a better taste in Mexico than on American soil.
So, who do you think that the target audience of chipotle is, and where do you think that the first chipotle Will the restaurant in Mexico be located? Given our culinary context, would you regularly go to Chipotle? I would love to know your reflections in the comments.
María Meléndez is a food blogger from Mexico City and an influencer.
