Selling Burritos Back to Mexico: Chipotle’s Bold Expansion

As the Mexican-inspired American chain makes its debut in Mexico, it faces a major hurdle: convincing Mexicans to buy an Americanized take on their own national cuisine.

By James Wagner and Luis Antonio Rojas · The New York Times – World

As the Mexican-inspired American chain makes its debut in Mexico, it faces a major hurdle: convincing Mexicans to buy an Americanized take on their own national cuisine.