California-based Chipotle announces Mexico expansion plans

The Newport Beach, California-based fast-casual chain announced on Monday that it is expanding into Mexico in a partnership with Alsea, a leading restaurant operator in Latin America and Europe. Chipotle will attempt to succeed where other U.S.-based Mexican food chains have failed. Taco Bell famously tried twice to expand into Mexico, first in the 1990s and again in the mid-2000s, only to see its last Mexico location close in 2010. Taco Bell’s inability to gain traction in Mexico was chalked up to pricing issues and a perceived lack of authenticity, including menu items that didn’t translate especially well.