Alsea plans to open five Chipotle restaurants in northern Mexico within a year.

Alsea is evaluating the expansion of Chipotle Mexican Grill in Mexico , with the possible opening of five restaurants next year in the north of the country, where the brand already has some recognition.

"We're going to replicate the story of Starbucks or Domino's Pizza by starting with five stores in one year. We'll open the first one in early 2026, so let's be cautious," commented Armando Torrado, CEO of the restaurant operator in Latin America and Europe.

In a conference with stock market analysts, he explained that they have already identified three or four areas in Mexico where they will seek to develop the American restaurant brand "consistently."

According to market research, he added, Chipotle restaurants are better known in the northern part of the country due to their geographic proximity to Texas and California, where the brand is recognized and where there is also greater penetration of the fast-food restaurant (QSR) business.

“With the information Alsea has had over the past 25 to 30 years, we are making that decision with them ( Chipotle Mexican Grill ) about where the best place to establish ourselves first and begin this journey would be,” the executive clarified.

"Chipotle is a top-tier brand. It's one of the top three restaurants worldwide, so we should want to play with them, and it's not going to be capital-intensive," he said.

He said that if the brand is successful, they could expand it to other regions where Alsea operates, in Latin American and European countries.

It will offer a “nutritious” menu

Armando Torrado clarified that Chipotle's food offering will not compete with the taco or Mexican fast food business.

The proposal is to present a modern, fast-food restaurant concept with a menu based on fresh, healthy foods, including ingredients "very familiar to Mexicans," such as carnitas and barbacoa.

“We will try to target customers who value nutrition… This is a healthy and convenient option… It's a unique value proposition that doesn't exist in Mexico ,” said Alsea's CEO.

Regarding food prices, Chipotle will seek to adjust to local market conditions without compromising the brand experience and remaining competitive.

"We're pretty confident we can capture and steal some customers or share the stomachs of other competitors," Torrado added.

He revealed that after several years of talks, Alsea and Chipotle Mexican Grill formalized the agreement in 2025 for the expansion of the American restaurant brand in Mexico.

Although negotiations have progressed and become more refined over the past year, both parties formally sat down at the table to define aspects such as supply chain construction, operational efficiency, food costs, and raw material quality.

“There's a huge opportunity. There are many products that are purchased here in Mexico, like avocados and other things, so for us, that's part of our DNA,” he said.

Armando Torrado highlighted that another important aspect of this alliance is the digital theme.

Chipotle has developed its digital channel in the United States, just as Alsea has done with its investments in technology in recent years.

"So we'll maintain that capability, and I think we'll learn a lot from them," he said.

He also highlighted opportunities in real estate, where they will seek to leverage their market knowledge.