(Zero Hedge)—Chipotle Mexican Grill announced plans this week to enter the crowded Mexican market, partnering with local firm Alsea—which operates brands like Starbucks, Domino’s, and Burger King—to open restaurants by early 2026, a new report from FastCompany says.
But the question then arises whether fast food Mexican can cut it in the land of tacos and burritos…
FastCompany explored the idea that Americanized versions of local cuisines have struggled abroad. Domino’s failed to win over Italians, and Taco Bell’s two attempts to conquer Mexico flopped.
In fact, Taco Bell’s 1992 debut collapsed within two years, as crispy tacos were “an anomaly” and had to be rebranded as “tacostadas.”
As one critic put it, it was like “bringing ice to Antarctica.” Taco Bell tried again in 2007, emphasizing convenience over authenticity. “Foolish gringos,” a Monterrey food writer commented, and the brand withdrew once more.
Chipotle hasn’t directly addressed these failures but promises its offerings “will resonate with guests in Mexico,” according to chief business development officer Nate Lawton.
“The country’s familiarity with our ingredients and affinity for fresh food make it an attractive growth market for our company.” Alsea CEO Armando Torrado added that his company brings “vast knowledge of the Mexican consumer.”
Still, some experts question Chipotle’s authenticity, noting its burritos prioritize heft over variety. Its current bestseller—a honey chicken burrito—seems designed more for American tastes.
Yet Taco Bell now has over 8,000 global locations, including hundreds in Central and South America, proving success is still possible. And with global trade rules in flux and about half its avocados sourced from tariff-vulnerable Mexico, Chipotle’s push to diversify its customer base makes strategic sense.
Whether Mexican consumers will embrace its burritos remains to be seen, the report concludes.
At Last, a Company With Integrity in the Gold IRA Industry
For several years, I’ve been vetting out precious metals companies in search of the best. I believe in gold and silver but it’s hard to find integrity in the Gold IRA industry. The vast majority operate with shady tactics and gigantic spreads that take advantage of Americans who simply want to protect their life’s savings.
I’ve found a handful that I like and I’ve worked with some of them. By no means would I “unrecommend” them because, again, I vetted them out and found them to be above the fold. Unfortunately, it isn’t hard to be better than the rest when the rest are so darn awful.
After years of searching, I finally found a company that truly operates with integrity. Augusta Precious Metals has three important attributes that set them far above the competition:
- Non-Commissioned Sales Team: I cannot stress how important and unique this is. With just about every other company in the Gold IRA industry, the sales teams make commission from every account they open. This means they steer their clients toward the gold and silver products with the highest commission. With Augusta Precious Metals, the team is solely focused on putting the best gold and silver for their clients into their IRA. They get paid to serve the best interests of the Gold IRA client, NOT their own commission pay.
- Incredibly Low Fees: Most Americans would be shocked if they knew the spread other Gold IRA companies charge. Augusta charges just 5% versus up to 45% elsewhere.
- No Pressure, No Gimmicks: There’s an understanding among most in the Gold IRA industry that fear and pressure is the way to go. Augusta Precious Metals takes a sober approach when working with clients because they hold integrity in the highest possible regard. This is why they don’t offer gimmicks like “free” or “bonus” silver. It’s also why they do not apply pressure tactics to get quick sales. Their educational and transparent approach to doing business is exceedingly rare in the Gold IRA industry.
