Chipotle Mexican Grill, the American Mexican food chain restaurant, opened its first restaurant in the United States in 1993. In 2010, Chipotle opened its first restaurant in the United Kingdom in London on Charing Cross. By late May 2013, the company had 6 restaurants in London, but they have not been doing well even though the British have taken a liking to Mexican food (Boyle, 2013). Why has this successful U.S. chain not seen the same success overseas?
If you were Chipotle's CEO, how would you fix this situation? What is an alternative means of venturing outside of its domestic markets that may allow for a competitive advantage?