Derision at US chain Chipotle’s plan to sell its Mexican food in Mexico

A Chipotle outlet in San Francisco. The chain’s management said it was confident of finding a market south of the border. Photograph: Bloomberg/Getty Images View image in fullscreen A Chipotle outlet in San Francisco. The chain’s management said it was confident of finding a market south of the border. Photograph: Bloomberg/Getty Images Derision at US chain Chipotle’s plan to sell its Mexican food in Mexico One social media user described the opening of its first outlet in Monterrey as ‘like the dog teaching a duck to fly’ A US chain’s plan to sell its version of Mexican food to Mexicans with a first branch south of the border has prompted bemusement, skepticism and anger among local people. Chipotle Mexican Grill, known for its customisable burritos, tacos and bowls, has more than 4,000 locations worldwide and announced on Tuesday that it was expanding into Mexico in what it described as a significant milestone. The first restaurant will open on Thursday in the upmarket neighbourhood of San Pedro Garza García in the city of Monterrey in the northern state of Nuevo León. Many social media users expressed excitement at the prospect of Chipotle’s arrival in Mexico, but others were less than impressed. “Bold move selling Mexico a corporate version of Mexico,” wrote one user on X . “Next up, Panda Express opening its first mainland China location,” wrote another , referring to the US Chinese fast-food chain. “Let’s support what’s local,” wrote one user on Instagram. “The earnings of Chipotle will go to the USA, they won’t stay in Mexico. On the other hand, if you buy from a local neighborhood fonda the money goes toward local taxes and generates further economic impact for a circular economy.” “It’s like the dog teaching a duck to fly!” another said. “Yummi mexican food made by gringos … said no one ever!” wrote one user on Facebook. Some predicted that Chipotle would suffer the same fate as other US fast-food chains that have failed to make it in the countries that inspired their cuisine. Taco Bell has tried to launch twice in Mexico, but closed all of its restaurants there in 2010. It opened its first restaurant in Monterrey in 2007, complete with french fries on the menu. Marco Fragoso, a local office worker told the Associated Press at the time: “ They’re not tacos. They’re folded tostadas. They’re very ugly.” The philosopher and journalist Carlos Monsívais described Taco Bell’s attempt to expand into Mexico as “like bringing ice to the Arctic”. Starbucks has been somewhat more successful in Italy, launching its first outlet in a former post office in 2018. Domino’s Pizza, however, crashed out of Italy after seven years in 2022, when its local franchise filed for bankruptcy and closed all of its 29 restaurants. Inés Carrasco, who writes the blog Cronicas de San Pedro , said Chipotle might appeal to people who embrace Tex-Mex food because of the city’s proximity to the US, but that history did not bode well for it. “US franchises don’t succeed in