Chipotle plans to open in Mexico by 2026, but critics question whether American-style burritos can win over locals who already enjoy authentic, cheaper Mexican cuisine.
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. What Do Mexicans Think of These New Plans? Our chats with Mexican students revealed a brutal verdict on American Mexican-inspired chains. 'There is another restaurant with the same concept, Dobo, and I really don't like it. I tried once and I would rather not try it again, it is expensive and it is an American burrito, not mexican,' said Jesús Gomez, a student interviewed by IBTimes UK. He didn't hold back: 'everything gringo that is based on mexican is horrible, the tortilla, guacamole, salsas, etc. just horrible.' Another student, Andrés Martinez, predicted Chipotle might enjoy brief novelty value before reality bites: 'I…