Chipotle Opens First Mexico Restaurant, Drawing Nearly 200 Customers in Monterrey Suburb
Updated
Updated · The New York Times · Jul 31
Chipotle Opens First Mexico Restaurant, Drawing Nearly 200 Customers in Monterrey Suburb
3 articles · Updated · The New York Times · Jul 31
Summary
Nearly 200 customers lined up for Chipotle’s first restaurant in Mexico, which opened this month in San Pedro Garza García, an affluent suburb of Monterrey.
The launch marks the chain’s first entry into Mexico and Latin America, testing whether a U.S. brand built on Mexican-inspired food can win over diners in the cuisine’s home market.
Some patrons arrived four hours early for the grand opening, where the first 100 customers received free tote bags, T-shirts and hats.
The move revives a question that tripped up rivals before: Taco Bell failed twice in Mexico, underscoring the challenge Chipotle faces as it expands south of the U.S. border.