US burrito giant Chipotle opening first outlet in Mexico

Chipotle Mexican Grill is set to open its first restaurant in Mexico this week, testing its appeal in the country that inspired its menu.The chain, which has more than 4,100 outlets worldwide, said on Monday that the move is a "significant milestone" for the firm - known for its customisable burritos, tacos and bowls.The announcement has been met with a mixed response on social media, with many users mocking the decision.US restaurant chains have struggled to succeed in the countries their dishes originated. Taco Bell no longer has any outlets in Mexico, while Domino's Pizza has pulled out of Italy.Chipotle boss Scott Boatwright said: "We are entering Mexico with deep respect for the country's culinary heritage and a commitment to delivering the Chipotle experience with excellence.""We look forward to serving new guests and earning a place in Mexico's vibrant dining culture."The new restaurant, located in the northeastern state of Nuevo León near the Texas border, serves as an "important proof-of-concept" the company said.The company plans to open more restaurants in the state and expand into Mexico-city" class="entity-link entity-location" data-entity-id="1779" data-entity-type="location">Mexico City in 2027 as part of its collaboration with Mexican restaurant operator Alsea, which also operates brands including Domino's Pizza, Starbucks and Chili's.